Marketing Of Banking Services In Nigeria: A Study Of Selected Banks In Abuja

📄 Project Abstract

The banking industry is going through unprecedented changes in the history of banking in Nigeria. In number, size, profitability, and more importantly in product offering. The credit for these revolutionary changes, which introduced marketing into banking services goes to the Structural Adjustment Program (SAP), with deregulation of the financial system as one of its major components. Some banks have been able to recognise the dynamism, and competitive nature of banking in the present day Nigeria, and some are making efforts towards improving on their services to meet the changing environment within which they operate. But are they conscious of the immense importance of aggressive marketing of their services in consolidating the position of their banks in their markets? What actually are they doing to improve their services and how are they going about selling these improved services to their customers? These and other pertinent questions necessitate this study. viii