MARKETING IN THE BANKING INDUSTRY: A CASE STUDY OF SELECTED BANKS IN NIGERIA.

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Date
1992-12
Authors
IBRAHIM, MUHAMMAD BELLO I
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Abstract
One of the most dynamic industries in any economy and Nigeria in particular is the banking industry. Apart from being the pivot on which the nation's economy revolves, it is also about the most active in this era of deregulation. With the upsurge in the number of licensed banks and finance related institutions in the industry, the establishment of more branches of banks, and with the dwindling fortunes of the economy due to the very serious devaluation of our currency, competition for the very limited viable business ventures has become very keen. This can be said to be a plus for the consumers of the banking industry's products who now enjoy more efficient and prompt services. Part of the many ways being explored by actors in the banking industry today, to remain afloat thereby effectively depending their; business from the wrath of competitors is by using marketing management principles. Thus they indentify, anticipates and introduces new products that meet customer's requirements efficiently and profitably. This has ensure banks continued patronage from existing clients and open up new avenues for larger marketing-oriented business coverage. ustry is a recent phenomenon hence fraudght with diverse impediments which include lack of a well define model for development, packaging and labelling of new products, lack of skilled marketing experts and even where they exist, they seldom have the freedom to act because most of the marketing functions is spread over a number of different departments. In other word, banks are yet to have a well structured, full-fledge marketing department. This research has dwelt on all these problems and issues that involved marketing in the banking industry especially as it affect Nigeria and the selected banks in particular. It is in view of these that I preferred ways to improve on banking services development, delivery and marketing generally. The bottom line has been drawn thus, days of arm-chair banking are over. Consequently, marketing is a thing that banks can no longer do without. Finally, it is hoped that this research will be useful to banking industry in general and most importantly the selected banks, students and academics, as well as any individual, group and organisation previlaged to lay their hands on it.
Description
A PROJECT SUBMITTED TO THE POSTGRADUATE SCHOOL, AHMADU BELLO UNIVERSITY, ZARIA IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF MASTER DEGREE IN BUSINESS ADMINISTRATION (MBA) DEPARTMENT OF BUSINESS ADMINISTRATION INSTITUTE OF ADMINISTRATION AHMADU BELLO UNIVERSITY ZARIA DECEMBER 1992
Keywords
MARKETING,, INDUSTRY,, BANKING,, CASE,, STUDY,, SELECTED,, BANKS,, NIGERIA
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