Marketing strategy effectiveness in Nigerian banks

Motivated by the substantial changes in the Nigerian banking industry, a survey research was designed to assess the effectiveness of the marketing strategies used by Nigerian banks to cope with the changes in the industry. Overall results from the study show encouraging levels of effectiveness in many dimensions of composite marketing strategies. The findings were discussed along the relevant dimensions of the research, and managerial recommendations were made for efficient and effective marketing strategies in Nigerian banks.
INTRODUCTION The deregulation of the Nigerian economy through SAP affected the Nigerian financial system in many ways (Umunnaehila, 1996). These include methods of licensing new banks and financial institutions, the [...]