A Study on Marketing Strategies In Banking Services

Challenges and Opportunities in the Banking Industry

Authors

  • Ritu Rani

Keywords:

marketing strategies, banking services, financial sector reforms, Indian banking, regulated environment, deregulated market economy, intermediation role, technology, market dynamics, international competition

Abstract

Financial Sector Reforms set in motion in 1991 havegreatly changed the face of Indian Banking. The banking industry has moved gradually from a regulatedenvironment to a deregulated market economy. The market developments kindled byliberalization and globalization have resulted in changes in the intermediationrole of banks. The pace of transformation has been more significant in recenttimes with technology acting as a catalyst. While the banking system has donefairly well in adjusting to the new market dynamics, greater challenges lieahead. Financial sector would be opened up for greater internationalcompetition under WTO.

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Published

2013-10-01

How to Cite

[1]
“A Study on Marketing Strategies In Banking Services: Challenges and Opportunities in the Banking Industry”, JASRAE, vol. 6, no. 12, pp. 0–0, Oct. 2013, Accessed: Jun. 17, 2025. [Online]. Available: https://ignited.in/index.php/jasrae/article/view/5064

Issue

Vol. 6 No. 12 (2013): Journal of Advances and Scholarly Researches in Allied Education (JASRAE)

Section

Articles

How to Cite

[1]
“A Study on Marketing Strategies In Banking Services: Challenges and Opportunities in the Banking Industry”, JASRAE, vol. 6, no. 12, pp. 0–0, Oct. 2013, Accessed: Jun. 17, 2025. [Online]. Available: https://ignited.in/index.php/jasrae/article/view/5064