P. Mariappan, Assistant Professor, Department of Management Studies, MAHE (Dubai Campus), Knowedge Village, Dubai

Banking industry, locally as much as internationally, is becoming a tougher business to run and grow with the increasing competition in a shrinking border-less globe. Bankers are looking more and more into solutions to better reach the customer base, improve customers loyalty, gain competitive advantage, and provide better customer service and relation, while reducing their running cost and generating more revenue streams, Banks have an important reason to pursue the conduct of business on-line. If they fail to respond the opportunities posed by the internet, they could be transferred to a largely secondary role as commerce shifts toward electron over time. For the last 10 years, technology has been the driving force in the banking industry. Using technology though needs change in bank processes, banks should therefore look at changing business processes both before as well as after the implementation of their IT platforms. Fundamental shifts are taking place in the banking scene with dividing lines between banks, non-banking financial institutions and credit-card issuers. The key to bank marketing success is having a combination of robust processes and flexibility. Imagine for a minute an easy-to-use, integrated system that would increase productivity and results, track campaigns, project, lists, media, merge and expenses. This paper provides an insight in to the "Recent Trends in Marketing of Banking Services" based on Indian context. To respond to the challenges of the new economic policy, which adopted towards a market-driven economy, the banking sector would have to depend upon efficient management of its human resources and the signs that they are doing it are already there.

Mariappan, P. (2005). Recent Trends in Marketing of Banking Services. Skyline Business Journal, Volume 1, No. 2, pp 52-54.