Marketing Strategies and Bank Performance in Nigeria: A Post-Consolidation Analysis

Dr. Oke

Marketing Strategies and Bank Performance in Nigeria: A Post-Consolidation Analysis

Dr. Oke * §

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Ekiti State University

Marketing Strategies and Bank Performance in Nigeria: A Post-Consolidation Analysis

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Abstract

This paper examines the effect of marketing strategies on banks performance in the Nigeria consolidated industry using fifteen of the twenty consolidated banks in Nigeria. Qualitative data were sourced through the administration of structure questionnaire while the quantitative data were sourced from the Central Bank of Nigeria publications and the Nigerian Stock Exchange fact book. The quantitative data were transformed to quantitative data with the use of Likert scale. The Ordinary Least Square estimation technique was employed for analysis while the Marketing Efficiency Model Approach was adopted and modified to suit the Nigerian context. The findings in this study shows an overall significance of the marketing variables adopted, although not much effect is seen when a marketing variable is compared with bank performance in isolation of other variables.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Dr. Oke. 1970. "Marketing Strategies and Bank Performance in Nigeria: A Post-Consolidation Analysis". Global Journal of Management and Business Research - A: Administration & Management GJMBR-A Volume 12 (GJMBR Volume 12 Issue A12).

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GJMBR Volume 12 Issue A12

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

Banking Reforms Marketing Efficiency Model Marketing Mix Marketing Strategy Ordinary Least Square Estimation Technique

Classification

GJMBR-A Classification FOR Code: 150504

150503 JEL Code M31

M51

P27

Submission ReceivedApril 27, 2012
Peer Review Double Blind
Handling Editor
Accepted May 26, 2012
Published June 7, 2012

Version of record

v1.2

Language

English

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Article Matrices

Total Score: 154

Country: Nigeria

Subject: Global Journal of Management and Business Research

Authors: Dr. Oke, Micheal Ojo (PhD/Dr. count: 1)

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Publish Date: 2012 06, Thu

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