Marketing Effectiveness In Merchant Banking Services – A Comparative Study Of Public And Private Sector | Alka Sharma

The economic reforms in India have resulted into metamorphic changes in the economic framework. A number of developments took place in the financial markets, which increased the importance of financial intermediaries and also opened up the opportunity for growth and development of various financial services. As a result, there has been a qualitative shift in the financial services being provided. They have evolved into highly competitive, complex and sophisticated services due to their continuous refinement. This in turn has led to the development of market ? driven financial market. In such a scenario, the need for specialist institutions like a merchant bank has been realised, which provide specialist services effectively and efficiently. Since liberalisation, merchant banks have emerged as important intermediaries in the financial market. They provide specialist services to the corporate clients. With the growing opportunities for the merchant banks a large number of players have entered the market to exploit the opportunities both in the public as well as private sector. The present study focuses on evaluating the marketing mix of the merchant banks both in public as well as the private sector to analyse their marketing effectiveness.