Original Research

Regulation, deregulation and bank marketing in Nigeria

Imoh E. Akpan
South African Journal of Economic and Management Sciences | Vol 3, No 1 | a2606 | DOI: https://doi.org/10.4102/sajems.v3i1.2606 | © 2018 Imoh E. Akpan | This work is licensed under CC Attribution 4.0
Submitted: 05 July 2018 | Published: 31 March 2000

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Imoh E. Akpan, Department of Banking and Finance, University of Uyo, Nigeria

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Bank marketing is deregulation friendly in Nigeria. This observation derives from the emergence of strong marketing orientation in banks following the SAP-induced liberalization of 1989. Advertising, product development/ innovation, up-front payment of interest on deposit and personal service that came with liberalization, started to wane in 1993 when government reintroduced some controls. However, marketing must not be seen as a tool needed only in a liberalized environment. It is necessary even in control regimes.


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