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AN APPRAISAL OF BANK MARKETING STRATEGIES IN THE NEW GENERATION BANKS (A STUDY OF SELECTED NEW GENERATION BANKS IN LAGOS STATE

ABSTRACT

 The banking industry has witnessed series of changes more than any other sector of the economy. The industry, in the last ten to twelve years, had undergone what may be described as “rough weather” through policy inconsistencies, policy shifts and policy reversals, thereby making the familiar terrain to become hostile. The industry is increasingly becoming more dynamic which requires the operators being proactive to enable them cope effectively and efficiently. In the present day banking industry, competition is fiercer ever than before despite the drastic reduction in the number of active participants. Most of the Money Market Instruments now in vogue in the industry are targeted at high net worth individuals irrespective of whether references are taken on them or not. Empirical evidence has shown that new generation banks in Nigeria render services to both illiterate and literate customers. The strategy for the new generation banks is to target the educated and sophisticated customers, who could be individuals or corporate bodies. It is noted that the new generation banks are more proactive in the marketing strategies than the first generation banks. This study is aimed at appraising the marketing strategies of the new generation banks in Nigeria, with special references to four duly selected members. In this respect, the following new generation banks, which include: Intercontinental Bank Plc; City Express Bank Ltd; Zenith International Bank Ltd and Chartered Bank Plc will be carefully studies and analyzed. The limitation to these four banks is as a result of time and financial constraint on the part of the researcher.

Project detailsContents
 
Number of Pages95 pages
Chapter one Introduction
Chapter two Literature review
Chapter three  methodology
Chapter  four  Data analysis
Chapter  five Summary,discussion & recommendations
ReferenceReference
QuestionnaireQuestionnaire
AppendixAppendix
Chapter summary1 to 5 chapters
Available documentPDF and MS-word format


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