The author has focussed on practical aspects of marketing and this is one of the plus points of the book.

Table of Contents
Part I: Fundamentals of Bank Marketing - The ‘Why’ of Bank Marketing • The ‘What’ of Bank Marketing • Part II: Prerequisites for Practising Marketing - Internal Marketing • Marketing Research in Banking • Part III: Framework of Bank Marketing - Analysing Business Environment • Understanding the Customer • Bank Marketing Strategy • Profitability and Marketing • Training in Bank Marketing • Part IV: Conclusion - The Future of Bank Marketing • Index