Regulation, deregulation and bank marketing in Nigeria
Bank marketing is deregulation friendly in Nigeria. This observation derives from the emergence of strong marketing orientation in banks following the SAP-induced liberalization of 1989. Advertising, product development/ innovation, up-front payment of interest on deposit and personal service that c...
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| Format: | Article |
| Language: | English |
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AOSIS
2000-03-01
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| Series: | South African Journal of Economic and Management Sciences |
| Online Access: | https://sajems.org/index.php/sajems/article/view/2606 |
| Summary: | Bank marketing is deregulation friendly in Nigeria. This observation derives from the emergence of strong marketing orientation in banks following the SAP-induced liberalization of 1989. Advertising, product development/ innovation, up-front payment of interest on deposit and personal service that came with liberalization, started to wane in 1993 when government reintroduced some controls. However, marketing must not be seen as a tool needed only in a liberalized environment. It is necessary even in control regimes. |
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| ISSN: | 1015-8812 2222-3436 |