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oa South African Journal of Economic and Management Sciences - Regulation, deregulation and bank marketing in Nigeria

 

Abstract

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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/content/ecoman/3/1/AJA10158812_270
2000-03-01
2016-12-07
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