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............................................................................................................................Contents1. What is marketing2. Evolution of Bank Marketing3. Buyer Behaviour4. Marketing and Market Segmentation5. Components of Marketing Mix6. Market Information System7. Environmental Analysis at Branch Level8. Marketing Planning at Branch Level9. Instruments of Saving and Household Sector10. Personal Selling11. Public Relations and Image Building12. Competition13. Customer Service14. Small Things That Matter15. Profitability of Branches............................................................................................................................Author DetailsK.K. Saxena, joined State Bank of India, as Probationary Officer, in 1966.He was awarded scholarship by Government of India, under Exchange Programme of Scholars between India and Greece in the year 1965-66. During his banking career spanning 36 years, he held various important assignments notable among others were Branch Manager, Varanasi branch, Faculty, State Bank Staff College, now State Bank Academy, Gurgaon, Chief Executive Officer, State Bank of India, Panama, Republic of Panama, headed Meerut and Shimla Zonal offices and the Cost Control Study of the Bank, in 1999-2000. He has contributed and presented more than 50 articles/papers on 'Marketing' and 'Credit', which were his areas of specialization, to various Economic Dailies of the country as The Economic Times, The Financial Express, The Business Standard and other journals. Has been visiting faculty to the Management Development Institute, Gurgaon NIBTC, New Delhi, NEIBM, Gauhati, IFCI, Training Institute, New Delhi, HRD Institute of BHEL and many other banks in India and abroad. Mr. Saxena was exposed to many training programs in USA, including Darden School of Management, in 1995. He was awarded "Rotary Vocational Award" in 1989-1990, for 'Extra ordinary services to the society by providing best services to the customers and maintaining high ethical standards'. Mr. Saxena retired from the Banks Top Executive Grade, Scale VI. Mr. Saxena is presently working as consultant-marketing.............................................................................................................................
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