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

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

Certificationi

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