oa South African Journal of Economic and Management Sciences - Regulation, deregulation and bank marketing in Nigeria
|Article Title||Regulation, deregulation and bank marketing in Nigeria|
|© Publisher:||University of Pretoria|
|Journal||South African Journal of Economic and Management Sciences|
|Affiliations||1 Department of Banking and Finance, University of Uyo, Nigeria|
|Publication Date||Mar 2000|
|Pages||152 - 164|
|Keyword(s)||Advertising, Bank marketing, Control regimes, Deregulation, G 21, Government controls, JEL, Nigeria, Product development, Product innovation and SAP|
ISI Social Science
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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