MARKETING OF BANKING SERVICES

Financial Institutions Specially in Banking Sector play a vital role in the Socio-economic development of any nation. Over the last several decades, the Institutions have been completely under the administrative control of the Government and Central Bank. The kind of institutional structure certainly brought in, the desired change in certain spheres of the economy, but the competitive focus was lost to a great magnitude. With the advent of liberalization, the threat has come into surface due to severe competition from Private Players Domestic and Global. In a liberalized Economic Framework, Market Discipline act as a Critical Success Factor element. The Banking Sector and other Financial Institutions need to be conscious about the situations and developments which involve high market risk. In a market based economy, Banking Institutions should develop analytical and strategic approach to excel in the entire arena of operations i.e by focusing on Value Chain Analysis.The data and the analysis should be useful to Professionals in Academic and Professionals in Corporates, specially in the field of financial services.

Autorentext

Dr.Appala Raju Middi Ph.D.studied Master's Programme in Commerce M.Com., Master's Programme in Business Administration M.B.A.(GITAM) and a Doctoral Degree Holder from Andhra University, Andhra Pradesh, India. He has been working as a Professor in a Management Institute with Accounting,Finance and Strategy as fields of Teaching and Research