Bank Marketing in India: The State of the Art

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Abstract
Bank marketing in India has yet to progress beyond the stage of pronouncement making by top management. This has been reflected in a study of 36 banks, showing that there is a lack of representation of the marketing function in banks' organisational structure; fragmentation of marketing activities, absence of marketing databases, and lack of trained marketing manpower. The pivot of banking lies in deposit mobilisation in which India still offers wide opportunities as it has a large number of unbanked prospects; effective bank marketing can provide the answer, if an adequate infrastructure of organisation and skills is built up.

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