THE ROLE OF COMMUNICATION IN THE MARKETING OF BANKING SERVICES
THE ROLE OF COMMUNICATION IN THE MARKETING OF BANKING SERVICES
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Date
1999-10
Authors
MAI-IYALI, BALA LAWAL
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Abstract
This research work is concerned with the role of EFFECTIVE COMMUNICATION
IN THE MARKETING OF BANKING SERVICES: A CASE STUDY OF CITIZENS
BANK OF NIGERIA LIMITED. The research was made possible through the review of
various literatures comprising magazines, journals, textbooks and other relevant memoirs.
Questionnaires were strcutured and administered on the respondents to collect
information in order to Draw the correct conclusion. Oral interviews were also carried out
as an additional source or supplement to the questionnaires.
The research was conducted in five (5) chapters. Chapter one delat basically with
general introduction. Chapter two deal with review of literature covering such aspects as
the nature of marketing, the concept of marketing activities in organization, the concept of
communication, effective marketing communication, DeveloOping a programme for
marketing of services, managing customer quality services, the development of banking
industry and marketing mix in the banking industry. Chapter three explained the
t
methodology for carrying out the research while chapter four centered on presentation and
analysis of data. The summary and conclusion of the research work was given in chapter
five and based on the research findings, recommendations were made
Description
A THESIS SUBMITTED IN PARTIAL FULFILMENT OF THE
REQUIREMENT FOR THE AWARD OF MASTER DEGREE IN
BUSINESS ADMINISTRATION (MBA) TO THE
POST GRADUATE SCHOOL
DEPARTMENT OF BUSINESS ADMINISTRATION
FACULTY OF ADMINISTRATION
AHMADU BELLO UNIVERSITY
ZARIA - NIGERIA
OCTOBER, 1999
Keywords
ROLE,, COMMUNICATION,, MARKETING,, BANKING,, SERVICES: