The Roles of Marketing in the Commercial Banking. [A Case Study of Diamond Bank Nigeria Plc].

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ABSTRACT

The research works seek to indentify the roles of marketing in the commercial banking. [A case study of diamond bank Nigeria plc]. Commercial banking was entrenched in 1892 with the establishment of British bank for West Africa [b.b.v.a]. The indigenous bank were saved from extraction after 1954 by the intervention of the western and eastern regional bank, marketing is a concept which has not been given due and serious attention among banks in Nigeria because of the seller market nature of Nigeria commercial banking inducting.


TABLE OF CONTENTS

Title page

Certification i

Dedication        ii

Acknowledgement       iii

Table of content         v

Abstract      viii 

CHAPTER ONE: INTRODUCTION

1.1 Background to the study        1

1.2 Statement of the problems to the study        6 

1.3 Aims and objectives of the study        6

1.4 Significance of the study        9

1.5 Scope of the study        9

1.6 Limitations and constraint to the study      10

1.7 Definition of terms      12

CHAPTER TWO; LITERATURE REVIEW

2.1 Introduction              14

2.2 Definition of marketing      14

2.3 The meaning of marketing      16

2.4 Micro and macro marketing              18

2.5 Marketing mix in bank      19

2.6 Importance of marketing      21

2.7 The impact of marketing of banking services      23 

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 Data collection method      29

3.2 Sample and population of the study      30

3.3 Definition of population      31

3.4 Sample design and size      33

3.5 Sample size      34 

CHAPTER FOUR: INTERPRETATION AND ANALYSIS OF FINDING

4.1 Brief history of the case study      35

4.2 Findings and analysis        38

4.3 Summary of finding      45

4.4 Conclusion              46

4.5 Recommendations      51 

References

Questionnaire 


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APA

Consults, E. (2021). The Roles of Marketing in the Commercial Banking. [A Case Study of Diamond Bank Nigeria Plc].. Afribary. Retrieved from https://afribary.com/works/the-roles-of-marketing-in-the-commercial-banking-a-case-study-of-diamond-bank-nigeria-plc

MLA 8th

Consults, Education "The Roles of Marketing in the Commercial Banking. [A Case Study of Diamond Bank Nigeria Plc]." Afribary. Afribary, 24 Dec. 2021, https://afribary.com/works/the-roles-of-marketing-in-the-commercial-banking-a-case-study-of-diamond-bank-nigeria-plc. Accessed 24 Jan. 2022.

MLA7

Consults, Education . "The Roles of Marketing in the Commercial Banking. [A Case Study of Diamond Bank Nigeria Plc].". Afribary, Afribary, 24 Dec. 2021. Web. 24 Jan. 2022. < https://afribary.com/works/the-roles-of-marketing-in-the-commercial-banking-a-case-study-of-diamond-bank-nigeria-plc >.

Chicago

Consults, Education . "The Roles of Marketing in the Commercial Banking. [A Case Study of Diamond Bank Nigeria Plc]." Afribary (2021). Accessed January 24, 2022. https://afribary.com/works/the-roles-of-marketing-in-the-commercial-banking-a-case-study-of-diamond-bank-nigeria-plc