Marketing of Bank Services

Indian Banking is at cross roads today. Deregulation and liberalization process has changed the scenario of Indian financial system in general and banking in particular. As a result, high degree of competition has emerged among the banks, especially after entry of Private and Foreign banks. In order to face the present turbulent situation, banks have to adopt a full-fledged marketing strategy to ensure customer satisfaction for its survival and growth. In this scenario, a review of working conditions in banks is imperative. This publication provides a blueprint of the perceptions of the employees of Public and Private sector banks on marketing their products. This work is a humble attempt to analyze the marketing mix in a bank, and to suggest ways for better marketing of the banking services. In this process, this work tries to study the growth and working of banks, study the marketing mix in the selected banks, and to conduct beneficiary satisfaction survey about the performance of the banks with the objective of suggesting suitable measures to strengthen the prevailing system. This publication may be of special significance for faculty, researchers who are pursuing research studies in this area and policy makers.