Marketing of Financial Services: A Case Study of Indian Banking Sector.

      Аннотация: Banks are witnessing fierce competition for resources and quality assets. The need of the hour, therefore, is to build up effective business management systems to meet these emerging challenges. One effective way of meeting these challenges is to offer innovative value-added services. The number of financial intermediaries are poised to increase, generating more competition for business. Some domestic players may opt for a strategic tie-up with banks abroad to have the benefit of global presence, better credit rating and risk management systems. But cutting edge in the service industry like banking industry will be capabilities and competencies to provide superior value to the customers. In this regard, effective marketing of services assumes importance. Today Indian Banking is in its most challenging phase. The increasingly fierce competition in the banking sector has made it imperative for us to develop various marketing strategies to gain competitive edge over others. The urgent need to put intensive marketing efforts is the only rule for survival in today’s market place. We have to pursue an aggressive and pro-active marketing approach for achievement of our goals.

Ключевые слова: Marketing, India, Banking sector, financial services