ABSTRACT

These days, marketing is undoubtedly the cornerstone of banking activities in 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 assessed. Data used in 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.