The Need for Development of New Strategies in Marketing Bank Services in India

Abstract

A number of large banks were nationalised in India in 1969 with a view to making banking services available all over India in unbanked and under‐banked areas, and to protecting the rural population and poor people from the clutches of money lenders by making credit available at subsidised rates. Indian banks have achieved this to a considerable extent but they must expand their services in the marketing and technical advice fields in order to gain the people's confidence in their financial skills.

Citation

Sreenivasan, P.B. (1987), "The Need for Development of New Strategies in Marketing Bank Services in India", International Journal of Bank Marketing, Vol. 5 No. 2, pp. 47-53. https://doi.org/10.1108/eb010804