IMPACT OF MARKETING CONCEPTS ON THE PERFORMANCE OF COMMERCIAL BANKS
IMPACT OF MARKETING CONCEPTS ON THE PERFORMANCE OF COMMERCIAL BANKS IN NIGERIA INTRODUCTION Marketing came into the commercial banks in the later 1950’s in the form of advertising and promoting concepts, not in the form of marketing concept. With the upsurge in competition many financial institution devised to adopt marketing tools to get their share of the market. Budget were established for advertising and sales promotion, managed to attract many new customers. Their competitors were forced into adopting the same measure by writing professional advertising agencies and promotion experts. Marketing evolved as a part of the total manufacturing organization its rapid evolution was caused by five general issues that are found in commercial banks. These are sales decline, slow growth, changing buying pattern, interesting, competition and increasing expenditure. Before this period Banks hardly ever thoughts of marketing research on professional bases until they were ...