THE ROLE OF MARKETING IN THE CONSOLIDATED BANKING SECTOR (A case study of Union Bank of Nigeria Plc, Kaduna)
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- 1-5 Chapters
- Abstract : Available
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- Reference Style: APA
- Recommended for : Student Researchers
- NGN 3000
ABSTRACT
This project is undertaken to observe the role of marketing in the consolidated banking sector. Kotler defined marketing as a social process by which individual and groups by which individual and groups obtain what they want through creating and exchange of products. The banking sector approach to marketing includes identification of customer‘s financial needs, advertise and promote the services to existing and prospective customers among their The role of marketing in banking industry includes creation of awareness, stimulating purchases, decision making among others. The marketing concept and it approach & according to Mac Daniel (1979), are goal oriented, customer oriented and system oriented. In customer oriented, Kotler requires the company to carefully define customer needs from customer point of view.
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