Abstract: This research work is concerned with the role of EFFECTIVE COMMUNICATION IN THE MARKETING OF BANKING SERVICES: A CASE STUDY OF CITIZENS BANK OF NIGERIA LIMITED. The research was made possible through the review of various literatures comprising magazines, journals, textbooks and other relevant memoirs. Questionnaires were strcutured and administered on the respondents to collect information in order to Draw the correct conclusion. Oral interviews were also carried out as an additional source or supplement to the questionnaires. The research was conducted in five (5) chapters.
Chapter one delat basically with general introduction. Chapter two deal with review of literature covering such aspects as the nature of marketing, the concept of marketing activities in organization, the concept of communication, effective marketing communication, DeveloOping a programme for marketing of services, managing customer quality services, the development of banking industry and marketing mix in the banking industry. Chapter three explained the t methodology for carrying out the research while chapter four centered on presentation and analysis of data. The summary and conclusion of the research work was given in chapter five and based on the research findings, recommendations were made
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