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
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
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 27 Dec. 2024.
Consults, Education . "The Roles of Marketing in the Commercial Banking. [A Case Study of Diamond Bank Nigeria Plc].". Afribary, Afribary, 24 Dec. 2021. Web. 27 Dec. 2024. < https://afribary.com/works/the-roles-of-marketing-in-the-commercial-banking-a-case-study-of-diamond-bank-nigeria-plc >.
Consults, Education . "The Roles of Marketing in the Commercial Banking. [A Case Study of Diamond Bank Nigeria Plc]." Afribary (2021). Accessed December 27, 2024. https://afribary.com/works/the-roles-of-marketing-in-the-commercial-banking-a-case-study-of-diamond-bank-nigeria-plc