A Study on Marketing of Banking Services

Impacts of Financial Sector Reforms on the Marketing of Banking Services in India

Authors

  • Himani Dahiya
  • Monica Dahiya

Keywords:

marketing, banking services, financial sector reforms, Indian banking, regulated environment, deregulated market economy, liberalization, globalization, intermediation role, transformation, technology, banking system, market dynamics, challenges, international competition, WTO

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

2014-04-01

How to Cite

[1]
“A Study on Marketing of Banking Services: Impacts of Financial Sector Reforms on the Marketing of Banking Services in India”, JASRAE, vol. 7, no. 14, pp. 0–0, Apr. 2014, Accessed: Aug. 03, 2025. [Online]. Available: https://ignited.in/index.php/jasrae/article/view/5207

Issue

Vol. 7 No. 14 (2014): Journal of Advances and Scholarly Researches in Allied Education (JASRAE)

Section

Articles

How to Cite

[1]
“A Study on Marketing of Banking Services: Impacts of Financial Sector Reforms on the Marketing of Banking Services in India”, JASRAE, vol. 7, no. 14, pp. 0–0, Apr. 2014, Accessed: Aug. 03, 2025. [Online]. Available: https://ignited.in/index.php/jasrae/article/view/5207