Bank Marketing

This book is the revised edition and written for the beginning student or researcher of bank marketing and executives of the banks with the purpose of blending both concepts and applications from the field of bank marketing. Special assumptions have been made and proved in this text and no assumptions have been made regarding student preparation. This book is originally conceived as the second edition of the previous book Marketing of Financial Services . Based on primary data from six branches of two banks consisting of 5 public sector bank branches and one private sector bank branch in Kadapa Corporation, YSR District, A.P., India. Though a number of text books are available on these areas, it is very difficult to find a text book covering all these aspects in one book realizing the imperative need to bring out a suitable book tailored to meet specific requirements of customers, students and commercial banks. The present book critically examines the various issues related to marketing of financial services in commercial banks at Kadapa Corporation in particular and in India in general.... Mehr