Marketing of Banking Services in the 90s Problems and Perspectives

Problems and Perspectives Biswa N Bhattacharyay B K Ghose This article discusses the problems and perspectives of marketing of banking services in the coming decade. The authors review the growth and diversification of commercial banking during the post-nationalisation period. They comment on the probable nature of marketing of banking services in the 90s, given the challenges confronting the commercial banking. Some questions in marketing strategies like segmentation, customer services, rural banking, etc, are focused upon.