Abstract: Marketing is a management process of identifying, anticipating and satisfying the customer profitability. It is an on-going action which starts and ends with the customer. The customer is, thus, the focal point of every marketing activity and effort. An assessment of the marketing of financial services in banks in Nigeria is all about determining the importance of marketing in banks and the extent to which its principles and strategies are put in place by the banks in achieving their objectives, particularly in these days of keen competition.
A systematic assessment in this regard has shown that banks are, of late, realising the fact that marketing principles and strategies can mobilise and sustain their customers. Most Nigerian banks stop at marketing their names rather than their services and the result is that their customers become ignorant of the existence of the financial products of their bankers.
It has come to a time when banks that are still in this category should wake up from their deep slumber, brace up to the challenges posed by the competitive banking environment in Nigeria. The banks are well advised to arise and take the bull by the horns by employing the principles and strategies of marketing in presenting their financial services to both existing and potential customers.
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