The Application Of Market Concept In Banking Industry A Case Study For Africa (uba) Plc Warri

ABSTRACT        The banking industry is undergoing a period of transformation and this requires new orientation on the part of the banks. In this new competitive environment, banks have to re-think their total marketing strategies and come to terms with the necessity for marketing of services. The objectives of this study arte to determine if the bankers are effectively customer-oriented of this study are to meet the challenges posed by the changing environment and to determine the marketing philosophy or orientation of the banks (represented by their employees) vis-à-vis current happening in…