THE MARKETING PRACTICES OF SUCCESSFUL BANKS IN NIGERIA: A STUDY OF SELECTED BANKS IN KADUNA
THE MARKETING PRACTICES OF SUCCESSFUL BANKS IN NIGERIA: A STUDY OF SELECTED BANKS IN KADUNA
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Date
1999-07
Authors
ANTIA, Ndo Bassey
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Abstract
Banking in Nigeria has in recent times witnessed a lot of upheavals and challenges in view
of structural changes and related developments in the national economy: Subscquentl). there
is a new dimension to competition and a number of regulatory frameworks from the Central
Bank of Nigeria and the Federal Ministry of Finance. Also, the nature of banking itself, is
fraught with uncertainty, volatility of interest rales and changing foreign exchange policies
and these are pointers to increasing fierce competition in the industry.
Therefore, in view of intense competition, marketing has become as imperative as providing
service itself. Hence this situation calls for aggressive and persuasive marketing ol banking
services using many tools amongst which is innovative marketing strategies, in order to
retain and expand the bank's market share. Where this is lacking, the non-practising bank
should anticipate its Waterloo.
This research titled - "The Marketing Practices of Successful Banks in Nigeria: A Study
of selected Banks", (the scope which covers a commercial bank, a merchant bank and a
community bank) has attempted to examine how these banks have remained successful
despite the upheavals that have been recently witnessed. Also looked at is the adoption of
the marketing concept by these banks and by implications the marketing strategies employed
for enhancing the effectiveness and efficiency of services provided which are determinants
to customer patronage.
It is hoped that Scholars in the field of Marketing in general and Banking in particular would
find this work useful and interesting as a contribution to their field of endeavour.
Description
A PROJECT SUBMITTED TO THE POSTGRADUATE SCHOOL,
AHMADU BELLO UNIVERSITY IN PARTIAL FULFILLMENT OF
THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION (MBA)
DEPARTMENT OF BUSINESS ADMINISTRATION,
FACULTY OF ADMINISTRATION, AHMADU
BELLO UNIVERSITY, ZARIA
JULY, 1999
Keywords
MARKETING,, PRACTICES,, SUCCESSFUL BANKS,, NIGERIA, SELECTED BANKS,, KADUNA,