AN EXAMINATION OF APPLICATION OF THE MARKETING CONCEPT IN THE BANKING INDUSTRY IN SELECTED BANKS IN NIGERIA

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dc.contributor.authorAlamu, YUSUF, Abdulganiyu.
dc.date.accessioned2014-02-21T09:19:47Z
dc.date.available2014-02-21T09:19:47Z
dc.date.issued2006-12
dc.descriptionDEPARTMENT OF BUSINESS ADMINISTRATION FACULTY OF ADMINISTRATION AHMADU BELLO UNIVESITY ZARIA NIGERIA.en_US
dc.description.abstractABSTRACT The need for marketing in banking was not recognized because for a very long time, banking was a seller’s market while most customers had the impression that they were privileged to enjoy the services of a bank. In addition, bankers have traditionally been bank-oriented (or service oriented), and only in recent years have they become customer-oriented. Based on the literature, the study conducted to examine how the commercial banks understand and apply the marketing concept in their operations. It also attempted to uncover the differences in the application of the concept to service and tangible products. The findings of this study through the administration of questionnaire and oral interviews of some management staff of two commercial banks showed that only a few of them understood what was meant by the marketing concept. The research further revealed that banking industry applied the marketing concept in the operations in terms of researching into customer needs, and consulting them in decision marking. However, the customers were not normally consulted in taking decision relating to the 4Ps of marketing. In 8 the light of the findings, a number of recommendations were made. That the banks should establish a marketing department for the performance of their marketing functions, that an aggressive search for customers be embarked upon through personal selling, computerization of their operations, especially the urban branches where they have more customers, etc.en_US
dc.identifier.urihttp://hdl.handle.net/123456789/2261
dc.language.isoenen_US
dc.subjectEXAMINATION,en_US
dc.subjectAPPLICATION,en_US
dc.subjectMARKETING,en_US
dc.subjectCONCEPT,en_US
dc.subjectBANKING,en_US
dc.subjectINDUSTRY,en_US
dc.subjectSELECTED,en_US
dc.subjectBANKS,en_US
dc.subjectNIGERIA.en_US
dc.titleAN EXAMINATION OF APPLICATION OF THE MARKETING CONCEPT IN THE BANKING INDUSTRY IN SELECTED BANKS IN NIGERIAen_US
dc.typeThesisen_US
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