Bank Marketing Strategies

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.

Autorentext

Dr. Namrata Sandhu is a researcher, consultant and post graduate management teacher with expertise in Ethics, Finance and Gender Studies. Dr. Dilpreet Singh is a teacher, trainer and industry advisor with specialisation in Strategy, Retail and Sales. Both authors are currently working as Associate Professors with Chitkara Business School, India.