ABSTRACT
The marketing concept as a philosophy of business was until recently relatively uncommon in the banking industry as most banks were more in ward
looking and are focused on their product. A number of forces have been responsible for moving banks towards adopting the marketing concept. These include declining profitability as a result of falling sales, slow growth, changing customer buying pattern, increased competition and
changing government regulations.
The purpose of this project is to examine the various literatures associated with marketing and the marketing of financial services.
The project will equally look at the profile of Access Bank plc its products and service the marketing strategies, the various marketing groups and their function.
The project will analyse the data collected on Access Bank Plc through the use of questionnaire and impervious vis a vis the marketing practice in the banking
industry and to assess the impact of the concept on the performance of the Bank. Finally the write up will recommend on how the shortcomings could be
improved upon and the marketing challenges ahead.
