Strategic Marketing:. A Study of Nigerian Banking Industry (2006-2010)

      Аннотация: This research work investigated empirically the impact of Strategic marketing in the Nigerian banking Industry from the years of 2006 to 2010. The specific objectives were to determine relationship between strategic marketing and environmental perception, growth and profitability of the the Nigerian banking industry. To achieve the above objectives, research questions and hypotheses were formulated, and relevant literature were reviewed to identify the strengths and weaknesses of the study. Additionally, this research embraced a survey research methodology to assess the impact of strategic marketing in the growth and survival of Nigerian banking sector in an effort to achieve their desired level of performance. Also, primary data were collected via questionnaires involving a sample of 100 respondents that were distributed to five chosen Nigerian banks. All the 100 questionnaires administered were retrieved, and analyzed using Statistical Package for Social Sciences (SPSS). Moreover, based on the study results, it was discovered that growth, profitability, and effective customers’ service delivery are positively and significantly related with strategic marketing practices in Nigeria

Ключевые слова: Strategic marketing, Nigerian banking sector, Growth, Profitability, and Customer's service delivery