STRATEGIC MARKETING IN NEW GENERATION BANKS IN NIGERIA: A CASE STUDY OF CITIZENS INTERNATIONAL BANK LIMITED
ABSTRACT
The importance and the need for marketing in banking was not recognised
because for a very long period, banking was a sellers market.
While most customers had the impression that they were privileged to
enjoy the services of a bank. Additionally, bankers have traditionally been bank
oriented coupled with the fact that marketing is a recent American invention and
only in recent years have they become customers oriented.
Based on the literature, the study was conducted to examine and investigate
whether New generation commercial banks understand and apply the strategic
marketing concept in their operation. The study was conducted on CITIZENS
INTERNATIONAL BANK LIMITED AS A CASE STUDY. The method of
research used for the data collection was the Questionnaire, oral interview and
the documentary records on citizens bank as well as any other relevant material.
The research study further understudied the extent to which the banks apply the
strategic marketing concept in their operation, in terms of searching into
customers needs and consulting them in decision making.
In the light of the findings, a number of recommendation was made as
regards to: the method of application of the strategic marketing in New generation
commercial banks, the tools used, i.e both human and material tools required for
effective implementation of the marketing concept and the forum to be created
whereby the under privileged staff, should be educated on the subject matter and
parameters of marketing and strategic marketing concept.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
STRATEGIC MARKETING IN NEW GENERATION BANKS IN NIGERIA: A CASE STUDY OF CITIZENS INTERNATIONAL BANK LIMITED
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