000			01644nam a2200217Ia 4500
999			_c81690 _d81690
005			20220512153917.0
008			200204s9999 xx 000 0 und d
020			_a9788180180965
082			_a332.31 SHA
100			_aSharma, R. D.
245		0	_aRural bank marketing
260			_aJaipur
260			_bNational Pub.
260			_c2008
300			_a173 p.
365			_b 425.00
365			_dRS
520			_aWithin the framework of marketing concept the present study has examined in detail various efforts by the agencies concerned like sponsor banks, state government, RBI and Government of India with regards to need-based service package in rural India, branch location issues, rural banking, communication, customer-friendly bank personnel, procedural simplification, etc. The issues have been studied empirically on the basis of information gathered, on self developed five-point Lickert-scaled schedule, from randomly selected respondents. The reliability and validity of findings have been tested transparently and objectively. Besides the aforesaid nature and scope of original addition to the knowledge on rural bank marketing, the conceptual background of the concept of marketing orientation in rural banking made in the beginning of the study justifies the necessity of the work as RRBS are said to have combined concepts of both comparative and commercial banking in real rural settings. The study will prove to be a good addition to the literature on banking. The policy makers and bankers will find new ideas for further improvement in rural banking in India.
650			_aRural Bank
942			_cB _2ddc