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Marketing strategy for PSBs for urban households during 1990 by Dipta Chakraborty and Vishnu , Mohan Prasad (Student Project)

By: Chakraborty, Dipta.
Contributor(s): Prasad, Vishnu Mohan.
Material type: materialTypeLabelBookPublisher: Ahmedabad Indian Institute of Management 1990Subject(s): Marketing Strategy | Household | Project report (student)DDC classification: SP 1990/238 Summary: The public sector banking in India has entered a new era as the economic liberalisation finds its base in recent times. The forces administered control are gradually giving way to the marketing forces. The effect of this change has been in the emergence of the new urban consumers who themselves are products of a changed socio-economic environment. It would be the duty of these public sector banks to reorient themselves to the changing needs of this burgeoning class along with the fulfillment of their social commitments. It is therefor imperative to chalk out a comprehensive marketing strategy for PSBs in 1990s, which takes into account customer satisfaction as well as profitability requirements, while operating within the framework of existing controls.
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Item type Current location Collection Call number Status Date due Barcode
Student Project Vikram Sarabhai Library
Students Project
Reference SP 1990/238 (Browse shelf) Not for loan SP000238

Submitted to Prof. G. S. Gupta

The public sector banking in India has entered a new era as the economic liberalisation finds its base in recent times. The forces administered control are gradually giving way to the marketing forces. The effect of this change has been in the emergence of the new urban consumers who themselves are products of a changed socio-economic environment. It would be the duty of these public sector banks to reorient themselves to the changing needs of this burgeoning class along with the fulfillment of their social commitments. It is therefor imperative to chalk out a comprehensive marketing strategy for PSBs in 1990s, which takes into account customer satisfaction as well as profitability requirements, while operating within the framework of existing controls.

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