Abstract: ABSTRACT A business whether large or small do not operate in a vacum. Any business enterprise operates where there will be market for its products or services. Given the competitive nature of the business world today, firms must be up and doing in order to meet the ever-increasing challenges of the economy. One vital way to succeed is for a firm to be able to strategically market its products or services.
The service industries, (A case study of African International Bank Limited), which is the focus of this study, is in business to render services. Therefore, the service industries must be prepared not just to provide the services, but to do so qualitatively and aggressively if they must survive. Gone are the days when service industries particularly banks was viewed as a "seller's market" whereby customers had the impression that there were privileged to enjoy their services. Today, it is the turn of these service industries to go out and seek for customers and also strive to retain them by identifying their various needs and satisfying them.
This study therefore is carried out to analyse the various marketing strategies of the service industries, using African International Bank Limited as a case study. It is expected that at the end of the study, suggestions and recommendations would be given with the hope that this sub-sector stands to benefit greatly, if properly and promptly implemented..............ORDER FOR COMPLETE PROJECT MATERIAL NOW!! .
