COMMERCIAL BANKING AND MARKETING OF BANKING SERVICES?

Traditionally, banking in India has been dominated by the offices/branches of the public sector banks. The liberalization of the financial sector in the 1990s, the private-sector banks and the foreign banks have been storming into the country and opening their branches. The present study the marketing concepts of banking and evolution, the conceptual framework of bank marketing in the Indian context and the operation of the bank marketing system in India.