THE MARKETING OF FINANCIAL SERVICES IN A DISTRESSED ECONOMY (ICON'S EXPERIENCE

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dc.contributor.authorTHAANDA, RUBAINU SAMAILA
dc.date.accessioned2014-03-10T09:44:59Z
dc.date.available2014-03-10T09:44:59Z
dc.date.issued2014-03-10
dc.descriptionA 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.en_US
dc.description.abstractThe 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 customersen_US
dc.identifier.urihttp://hdl.handle.net/123456789/3563
dc.language.isoenen_US
dc.subjectMARKETING,en_US
dc.subjectFINANCIAL SERVICES,en_US
dc.subjectDISTRESSED,en_US
dc.subjectECONOMY,en_US
dc.subject(ICON'S EXPERIENCE)en_US
dc.titleTHE MARKETING OF FINANCIAL SERVICES IN A DISTRESSED ECONOMY (ICON'S EXPERIENCEen_US
dc.typeThesisen_US
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