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THE MARKETING OF FINANCIAL SERVICES IN A DISTRESSED ECONOMY (ICON’S EXPERIENCE

ABSTRACT

The downturn of the Nigerian economy which brought about the introduction of the structural adjustment programe (SAP) and the deregulation of the economy in 1986 led to the imprecedented rise in the number of banks and non-bank financial institution. This development led to keen competition among banks for customers thereby changing the marketing scene from “Seller” to the “Buyer” market. In analysing the problem, the adequacy, the difference in extent of application and possible areas of improvement of the marketing concept as its relates to the bank under investigation were assessed. Also assessed were the five evolutionary stages of banking in Nigeria and the roles and mode of operation of merchant banks. the survey method was used in this study and data collected were analysed by using the tally-system and percentages for better meaningful results. From the data analysis, it was obvious that:- Marketing tools and techniques are quite applicable in banking business as in non-bank business. That the marketing concept has not been adequately implemented in the bank, perhaps due to some problems such as the rules and regulations of Central Bank of Nigeria and management style. Finally, that there is room for improvement in the manner in which the bank offers her services to customers

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

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