The importance and the need for marketing in banking was not recognised because for a very long period, banking was a sellers market. While most customers had the impression that they were privileged to enjoy the services of a bank. Additionally, bankers have traditionally been bank oriented coupled with the fact that marketing is a recent American invention and only in recent years have they become customers oriented. Based on the literature, the study was conducted to examine and investigate whether New generation commercial banks understand and apply the strategic marketing concept in their operation. The study was conducted on CITIZENS INTERNATIONAL BANK LIMITED AS A CASE STUDY. The method of research used for the data collection was the Questionnaire, oral interview and the documentary records on citizens bank as well as any other relevant material. The research study further understudied the extent to which the banks apply the strategic marketing concept in their operation, in terms of searching into customers needs and consulting them in decision making. In the light of the findings, a number of recommendation was made as regards to: the method of application of the strategic marketing in New generation commercial banks, the tools used, i.e both human and material tools required for effective implementation of the marketing concept and the forum to be created whereby the under privileged staff, should be educated on the subject matter and parameters of marketing and strategic marketing concept.