文章基本信息

标题：INFORMATION TECHNOLOGY USAGE BY INDIAN BANKS IN MARKETING OPERATIONS
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作者：Jyoti Arora ; R.K. Gautam
期刊名称：SCHOLARLY RESEARCH JOURNAL FOR HUMANITY SCIENCE & ENGLISH LANGUAGE
电子版ISSN：2348-3083
出版年度：2016
卷号：3
期号：14
页码：3443-3454
语种：
出版社：SCHOLARLY RESEARCH JOURNAL'S
摘要：Since the time of privatization, liberalization and globalization of banks in India, the Indian banking sector has been developing constantly taking into consideration the requirements of different segments of the society. In the present era, the banks have changed their approach from Conventional Banking to Convenience Banking. Use of information technology in banking industry is the most important element in Convenience banking. Today, the banks are consistently engaged in technological innovation of product and process to provide services to their customers in the more efficient manner. The present paper attempts to study the use of information technology by the Indian private sector and public sector banks in marketing of their products.