Historical perspective of service marketing in banking

Banking Service forms the backbone of Economy of a country. All the strong economies in the world have a well developed banking structure. A study of the banking systems in these economies reveals that the banking has evolved as any other service. It has begun to be marketed as any service and the elements of service marketing - product price, place, promotion, people, Product and physical evidence are well defined in a banking structure. Over the years in various stronger economies and in emerging economy like India we find changes in the banking structure to accommodate the changes in the needs of changing concepts of marketing. The present paper is a theoritical review of banking from the view of service marketing in name of the stronger economies and also in India.