MARKETING STRATEGIES IN A SERVICE INDUSTRY: A STUDY OF AFRICAN INTERNATIONAL BANK LIMITED
MARKETING STRATEGIES IN A SERVICE INDUSTRY: A STUDY OF AFRICAN INTERNATIONAL BANK LIMITED
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Date
1999-11
Authors
GARBA, SULE JA'AFARU
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Abstract
ABSTRACT
A business whether large or small do not operate in a vacum. Any business
enterprise operates where there will be market for its products or services.
Given the competitive nature of the business world today, firms must be
up and doing in order to meet the ever-increasing challenges of the economy.
One vital way to succeed is for a firm to be able to strategically market its
products or services.
The service industries, (A case study of African International Bank
Limited), which is the focus of this study, is in business to render services.
Therefore, the service industries must be prepared not just to provide the
services, but to do so qualitatively and aggressively if they must survive. Gone
are the days when service industries particularly banks was viewed as a "seller's
market" whereby customers had the impression that there were privileged to enjoy
their services. Today, it is the turn of these service industries to go out and seek
for customers and also strive to retain them by identifying their various needs and
satisfying them.
This study therefore is carried out to analyse the various marketing
strategies of the service industries, using African International Bank Limited as
a case study.
It is expected that at the end of the study, suggestions and
recommendations would be given with the hope that this sub-sector stands to
benefit greatly, if properly and promptly implemented.
Description
A PROJECT SUBMITTED TO THE POSTGRADUATE SCHOOL
AHMADU BELLO UNIVERSITY ZARIA, IN PARTIAL
FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF
MASTER OF BUSINESS ADMINISTRATION (MBA) DEGREE IN
THE DEPARTMENT OF BUSINESS ADMINISTRATION,
INSTITUTE OF ADMINISTRATION, AHMADU BELLO
UNIVERSITY, ZARIA
Keywords
MARKETING,, STRATEGIES,, SERVICE,, INDUSTRY:, STUDY,, AFRICAN,, INTERNATIONAL,, BANK LIMITED