THE MARKETING OF FINANCIAL SERVICES IN A DISTRESSED ECONOMY (ICON'S EXPERIENCE
THE MARKETING OF FINANCIAL SERVICES IN A DISTRESSED ECONOMY (ICON'S EXPERIENCE
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Date
2014-03-10
Authors
THAANDA, RUBAINU SAMAILA
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Abstract
The downturn of the Nigerian economy which brought about the introduction
of the structural adjustment programe (SAP) and the deregulation of the
economy in 1986 led to the imprecedented rise in the number of banks and
non-bank financial institution. This development led to keen competition
among banks for customers thereby changing the marketing scene from
"Seller" to the "Buyer" market.
In analysing the problem, the adequacy, the difference in extent of
application and possible areas of improvement of the marketing concept
as its relates to the bank under investigation were assessed. Also
assessed were the five evolutionary stages of banking in Nigeria and
the roles and mode of operation of merchant banks. the survey method
was used in this study and data collected were analysed by using the
tally-system and percentages for better meaningful results.
From the data analysis, it was obvious that:- Marketing tools and
techniques are quite applicable in banking business as in non-bank
business.
That the marketing concept has not been adequately implemented
in the bank, perhaps due to some problems such as the rules and
regulations of Central Bank of Nigeria and management style.
Finally, that there is room for improvement in the manner in
which the bank offers her services to customers
Description
A PROJECT SUBMITTED TO THE POST GRADUATE SCHOOL, AHMADU
BELLO UNIVERSITY ZARIA, IN PARTIAL FULFILMENT OF THE
REQUIREMENT FOR THE AWARD OF THE DEGREE OF MASTERS OF
BUSINESS ADMINISTRATION (MBA).
DEPARTMENT OF BUSINESS ADMINISTRATION
FACULTY OF ADMINISTRATION
AHMADU BELLO UNIVERSITY
ZARIA
NIGERIA.
Keywords
MARKETING,, FINANCIAL SERVICES,, DISTRESSED,, ECONOMY,, (ICON'S EXPERIENCE)