International Journal of Commerce and Management Research

International Journal of Commerce and Management Research


International Journal of Commerce and Management Research
International Journal of Commerce and Management Research
Vol. 3, Issue 6 (2017)

Role of ICT in changing marketing strategy: Case of Indian banking industry


Garima Jain

Introduction and advancements in information and communication technology has impacted the whole world. Numerous researches have been conducted to show the disruption caused by ICT on various sectors. The marketing department of companies operating in such technologically turbulent times are being kept on toes. Indian banking sector has not been left behind. The paper focuses on the services offered by the banking sector over the years and how the technological changes have changed the banks marketing strategies in order to survive and grow. Technology has created a customer base which is aware and has access to open sources of information and hence demands quality and efficiency. The bank marketers, thus, in order to satisfy the customers and to keep up with the world pace have to constantly evolve. The author chronologically studies the evolution of deployment of ICT adopted by Indian banks and also comments on the large untapped opportunities lying in the future.
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