ABSTRACT
These days, marketing is undoubtedly the
cornerstone of banking activities I Nigeria and elsewhere. In most cases, how
well an organization performs is a function of the intensity of its marketing
efficiency, because in the long run, the business that translates to profit
emanated from some marketing activities. This research project attempts to
examine effect of marketing efficiency in commercial bank or money deposit
banks as used by the Zenith International Bank Plc' considering the
proliferation of banks in the country these days. It has become very important
for banks which hope to remain in business to engage in not just marketing but
in effective marketing The study also aims at determining the relationship
between marketing efficiency and banks performance and banks profitability in terms
of return of assets. However, works of other writers in this field have equally
been thoroughly diseased. Data used i this study was secondary data obtained
from Journals, newspapers, magazine and other books. The data collected for the
study was analyzed using multiple regressions to determine the hypotheses, to
determine the effect of marketing efficiency and bank profitability in banking
operations. There is a significant effect between marking efficiency and bank
performance in terms of liquidity. From the findings concluded, there are
various ways banks can increase profitability through marketing efficiency as
it was recommended by the researcher. This research is therefore his own
contribution in carrying their activities effectively and he believes that his
work will be valuable companion to both bankers and students in the field of
banking and business management.
OKEZIE, C (2021). Effect Of Marketing Efficiency On Bank Profitability In An Emerging Competitive Environment (A Study Of Zenith International Bank, Plc). Repository.mouau.edu.ng: Retrieved Dec 23, 2024, from https://repository.mouau.edu.ng/work/view/effect-of-marketing-efficiency-on-bank-profitability-in-an-emerging-competitive-environment-a-study-of-zenith-international-bank-plc-7-2
CHUKWUEMEKA, OKEZIE. "Effect Of Marketing Efficiency On Bank Profitability In An Emerging Competitive Environment (A Study Of Zenith International Bank, Plc)" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 09 Jul. 2021, https://repository.mouau.edu.ng/work/view/effect-of-marketing-efficiency-on-bank-profitability-in-an-emerging-competitive-environment-a-study-of-zenith-international-bank-plc-7-2. Accessed 23 Dec. 2024.
CHUKWUEMEKA, OKEZIE. "Effect Of Marketing Efficiency On Bank Profitability In An Emerging Competitive Environment (A Study Of Zenith International Bank, Plc)". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 09 Jul. 2021. Web. 23 Dec. 2024. < https://repository.mouau.edu.ng/work/view/effect-of-marketing-efficiency-on-bank-profitability-in-an-emerging-competitive-environment-a-study-of-zenith-international-bank-plc-7-2 >.
CHUKWUEMEKA, OKEZIE. "Effect Of Marketing Efficiency On Bank Profitability In An Emerging Competitive Environment (A Study Of Zenith International Bank, Plc)" Repository.mouau.edu.ng (2021). Accessed 23 Dec. 2024. https://repository.mouau.edu.ng/work/view/effect-of-marketing-efficiency-on-bank-profitability-in-an-emerging-competitive-environment-a-study-of-zenith-international-bank-plc-7-2