TAILIEUCHUNG - MARKETING OF BANK PRODUCTS – EMERGING CHALLENGES & NEW STRATEGIES

however, in a situation where nominal interest rates are at, or close to, their zero lower bound, it might be argued that the central bank could provide additional stimulus to the economy by engaging in large-scale provision of central bank reserves in order to engineer an increase in the supply of money in the economy through the money multiplier. While such policies can indeed have a stimulating impact on the economy, this does not arise from a mechanical link to the supply of broad money implied by the multiplier approach. This points to what is perhaps a more fundamental drawback. | JM International Journal of Management Research JMIJMR MARKETING OF BANK PRODUCTS - EMERGING CHALLENGES NEW STRATEGIES Dr. . Uppal Director UGC Sponsored Major Research Project . College Malout Punjab Abstract. The present paper acknowledges with same limitation that Indian private sector banks and foreign bank s marketing strategies are quite better than our public sector banks. On the basis of performance parameters like deposits advances interest income other income and operating profits the growth in performance is much better in foreign banks and private sector banks. The paper also suggests some strategies for the enhancement of bank marketing. Only those banks will survive in the future which will adopt effective and realistic strategy to win the trust of the customer. Keywords Bank Marketing Customer Challenges and Strategies Introduction Human being is a social being. Throughout the life all we do is try our best to fulfill our needs. The place where things are exchanged or say mutual needs are satisfied is called the market and the efforts to make people aware of your offerings encouraging them to deal with you and let them believe that in doing so they are satisfying their needs at its best is called marketing. After the banking sector reforms marketing has developed as a more integrated function within financial service organizations like banks largely as a result of rapid changes in the operating environment. Banks Marketing is defined as a aggregate of function directed at providing service to satisfy customer s financial needs and wants more effectively than the competition keeping in view the organizational objective of the bank. The bank marketing has become a very complex yet interesting subject as it requires the knowledge of economics sociology psychology banking and also core marketing concept Sasanee . p. 5 . In marketing it is the customer who has the upper hand. The mantra of effective marketing bank products lies in the .

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