THE IMPACT OF MARKETING ACTIVITIES ON DEPOSIT MOBILIZATION AND PROFITABILITY IN NIGERIA BANKS (A CASE STUDY OF INTERCONTINENTAL BANK PLC)

THE IMPACT OF MARKETING ACTIVITIES ON DEPOSIT MOBILIZATION AND PROFITABILITY IN NIGERIA BANKS (A CASE STUDY OF INTERCONTINENTAL BANK PLC)

ABSTRACT

Deposit mobilization and profitability are the twins of management which make the subject matter of this research work to cut across virtually all management functions and their application in the banking industry. The research paper also highlighted the benefit of efficient marketing activities on deposit mobilization in the banking industry. The research paper analyzed in details the problems that are facing our banking sectors and not care or worry attitudes of our banking executive towards the effective’s use of the problem. However, deposit mobilization involves the various ways through which fund can be mobilized from the publics. In essence, marketing activities on profitability is the activities of identifying current market situation, analyzing current market opportunity threat and issues set objectives, devices a marketing strategy, set of implementation policy, the operating budgeted statement in achieving set tasks and finally a technique for its successful operation. The research works also examine how practicable the marketing activities on deposit mobilization and profitability in our banking sectors carried out a detailed research. And the Banking sectors needs this instrument of marketing activities in analyzing their immediate environment so as to give some experience of a particular problem of any pertinent development in the environment.

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