Nigerian Banking is undergoing an unprecedented change and new challenges, this is however, occasioned primarily by structural changes and related developments in the national economy. There is a new dimension to competition and a number of regulatory frameworks both from the Central Bank of Nigeria (CBN and the Federal Ministry of Finance. The banking sector more than ever before is characterised by uncertainty, volatility of interest rates and ever changing foreign exchange policies all of which seem to generate fierce and unorthodox competition among banks.
With the present trend of increasing and cut-throat competition in the banking sector, marketing becomes as imperative as provision of services itself. The situation calls for nothing short of aggressive and persuasive marketing of banking services not only to retain existing customers but also to acquire a large chunk of the new market.
Unfortunately, marketing of banking services in a distressed economy like Nigeria is fraught with diverse impediments inherent in the environment which include weak data base and poor communication system, lack of well developed money and capital market of well structure approached to the business of marketing.
Apart from conventional lending tools such as loans and advances, overdrafts, other services such as insurance and insurance broken, pensions scheme, personal and business advisory services, trusteeship and executor-ship, equity finance, leasing and hire purchase, computer bureau services and international financial services remain largely untapped. Even in cases where some banks provides these services, the scope is shallow and availability is still limited to a few outlets or branches; usually in the major cities.
This study has dwelt on the issues involved in the marketing of commercial banking services in Nigeria as a distressed economy. The efforts of the some selected
bank have been sufficiently discussed and suggestions also preferred on ways to improve their services and marketing generally.
It is therefore hoped that scholars in the field of marketing in general, and marketing banking services in particular will find this material interesting, thought
provoking and a contribution to this interesting and ever changing field of study.
