MARKETING OF FINANCIAL SERVICE IN NIGERIA: A CASE STUDY OF ACCESS BANK NIGERIA PLC

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dc.contributor.authorLADAN, MOHAMMED ADNAN
dc.date.accessioned2014-04-01T09:37:16Z
dc.date.available2014-04-01T09:37:16Z
dc.date.issued2000
dc.descriptionA PROJECT SUBMITTED TO THE POSTGRADUATE SCHOOL, AHMADU BELLO UNIVERSITY ZARIA IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF MASTER IN BUSINESS ADMINISTRATION DEPARTMENT OF BUSINESS ADMINISTRATION, FACULTY OF ADMINISTRATION, AHMADU BELLO UNIVERSITY ZARIA.en_US
dc.description.abstractThe marketing concept as a philosophy of business was until recently relatively uncommon in the banking industry as most banks were more in ward looking and are focused on their product. A number of forces have been responsible for moving banks towards adopting the marketing concept. These include declining profitability as a result of falling sales, slow growth, changing customer buying pattern, increased competition and changing government regulations. The purpose of this project is to examine the various literatures associated with marketing and the marketing of financial services. The project will equally look at the profile of Access Bank plc its products and service the marketing strategies, the various marketing groups and their function. The project will analyse the data collected on Access Bank Plc through the use of questionnaire and impervious vis a vis the marketing practice in the banking industry and to assess the impact of the concept on the performance of the Bank. Finally the write up will recommend on how the shortcomings could be improved upon and the marketing challenges ahead.en_US
dc.identifier.urihttp://hdl.handle.net/123456789/4557
dc.language.isoenen_US
dc.subjectMARKETING,en_US
dc.subjectFINANCIAL SERVICE,en_US
dc.subjectNIGERIAen_US
dc.subjectACCESS BANKen_US
dc.titleMARKETING OF FINANCIAL SERVICE IN NIGERIA: A CASE STUDY OF ACCESS BANK NIGERIA PLCen_US
dc.typeThesisen_US
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