Abstract: Banking in Nigeria has in recent times witnessed a lot of upheavals and challenges in view of structural changes and related developments in the national economy: Subscquentl). there is a new dimension to competition and a number of regulatory frameworks from the Central Bank of Nigeria and the Federal Ministry of Finance.
Also, the nature of banking itself, is fraught with uncertainty, volatility of interest rales and changing foreign exchange policies and these are pointers to increasing fierce competition in the industry. Therefore, in view of intense competition, marketing has become as imperative as providing service itself. Hence this situation calls for aggressive and persuasive marketing ol banking services using many tools amongst which is innovative marketing strategies, in order to retain and expand the bank's market share. Where this is lacking, the non-practising bank should anticipate its Waterloo.
This research titled - "The Marketing Practices of Successful Banks in Nigeria: A Study of selected Banks", (the scope which covers a commercial bank, a merchant bank and a community bank) has attempted to examine how these banks have remained successful despite the upheavals that have been recently witnessed. Also looked at is the adoption of the marketing concept by these banks and by implications the marketing strategies employed for enhancing the effectiveness and efficiency of services provided which are determinants to customer patronage. It is hoped that Scholars in the field of Marketing in general and Banking in particular would find this work useful and interesting as a contribution to their field of endeavour..............ORDER FOR COMPLETE PROJECT MATERIAL NOW!! .
