Marketing of Financial Services: A Case Study of Indian Banking Sector

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The fierce competition among banks for resources and quality assets necessitates the development of effective business management systems and innovative value-added services. As the number of financial intermediaries rises, domestic banks may seek strategic partnerships with international institutions to enhance their global presence and risk management. In this challenging environment, superior customer value and effective marketing strategies are crucial for survival and achieving competitive advantage in the Indian banking sector. An aggressive marketing approach is essential for success.