The Application Of E-Marketing In Nigerian Banking Industry (A Case Of United Bank For Africa - Uba Plc)

📄 Project Abstract

Marketing is the process by which companies determines what product and services may be of interest to customers, and the strategy to use in sales, communication and business development. Kotler and Armstrong (2000) see marketing as "a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others". Thus, the above definition represents social and managerial perspective of marketing while activities such as product development, research, communication, distribution, pricing and services are also among the various marketing activities. However, the explosive growth in computer, telecommunication and information technology gave birth to contemporary marketing which has had a major impact on the way companies bring value to their customers. Customers now interact with their banks on-line and vice versa. Headquarter of banks now reach their various branches through the internet facility. In fact, l...