S. . N, E. Pushpalatha, G. . Wali, B. . Mahmod Ali Defalla, J. . Rajesh, and A. . Varun Goel , Trans., “Evaluating The Effectiveness Of Marketing Strategies In Financial Services: A Comparative Study Of Banks And Fintech Firms”, CDF, vol. 54, no. 2, pp. 4078–4086, Jan. 2025, doi: 10.48047/jt7zqh13.