ABSTRACT
The proliferation of banks in Nigerian economy resulted in cutthroat competition among banks, the phenomena in informed the decision to probe into how banks market their financial services. In other words, the focus of this work is to find out the marketing strategies adopted by banks to create awareness of their products. To customers, it also sought to know the importance of marketing in the liquidity and profitability position of banks. The effect of marketing strategies and techniques on the existing customers and prospective ones was also a subject for consideration.
However, since there are many banks in Nigeria spread over the thirty-six (36) states of the federation and the federal capital territory, Abuja to use all banks for the purpose of the study would be cumbersome and illogical.
Four branches of the bank situated in Lagos were used for the purpose of data collection interviews method was adopted with the use of two separate interview schedules, one for bank officials and the other for customers of the branches.
TABLE OF CONTENTS
Title page
Approval page
Dedication
Acknowledgement
Abstract
Table of contents
CHAPTER ONE
Introduction
Background of the study
Statement of the problem
Purpose of the study
Significance of the study
Limitations of the study
CHAPTER TWO
Review of related literature
Introduction and definition of marketing
Marketing concept and service marketing
Features of service products
Banking industry in Nigeria
Effective marketing of financial service
CHAPTER THREE
Research design and methodology
Research design
Sources of data
Location of data
Method of data collection
CHAPTER FOUR
Findings
Summary of general findings
CHAPTER FIVE
Recommendation and conclusion
Recommendation
Conclusion
Bibliography
