Bank Marketing Strategies. An Indian Perspective

      Аннотация: The ever-enhancing competition in the banking sector has pushed the bankers into scrutinizing various options that may help banks sustain the expected growth rates. Banks are entering previously unknown markets, products and segments. Banks are also actively outspreading the gamut of their banking interests and taking a significant notice of new opportunities. Bankers are aggressively pursuing various marketing strategies to best achieve their goals in the light of the pressures exerted by competition and limited resources. Given this scenario, this publication captures the popular marketing strategies deployed by Indian public and private sector banks. The publication underscores the mainstream thinking of Indian bankers with respect to bank marketing in a challenging environment characterized by government mandates, policy statutes, squeezing profits and unpopularity of traditional banking models. This publication is a must read for bank practitioners, policymakers, and those interested in the banking industry.

Ключевые слова: Bank, business, Inclusion, India, marketing, penetration, Strategy