THE APPLICATION OF ELECTRONIC MARKETING IN THE BANKING SERVICE (A CASE STUDY OF FIDELITY BANK ABA). A RESEARCH PROJECT MATERIAL ON MARKETING
ABSTRACT
The evolution of marketing, made us to understand it has been from the days of our ancestors and as such continue its growth. The reason that marketers are left working overtime daily created a belief that marketing activities may not grow beyond the orbit it is now. E- marketing is not different from marketing other than been operated in the Internet. The strategy rationale for the merge of fidelity bank PLC with the old FSB international Bank and Manny Bank PLC was to bring together banks of complementary competencies to create value in a vastly changing financial services market place. In this research work the hypothesis and the important of the study were stated, as the case study researcher, other institutions/industries and I need it. The scope and limitation of the study were stipulated, a generalized description of the study was briefly highlighted.
However, the purpose of the study was exposed, where deliberations were made regarding the historical highlight of the case study in consonance with its objectives as relating the e- marketing in the banking industries. The definition of e- marketing was concisely define by Gloss (1995) as the application of digital technologies which form online channel to contribute to marketing activities aimed at achieving profitable acquisition and retention of customers via improving customers knowledge, then delivering integrated target communications and online service through Internet that matters, their individual needs, the application of e- marketing, new technology for banking development, new contribution to e-marketing, common problem of e- marketing and solutions.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
E-marketing in Nigerian banking sector is an aspect of electronic universe in which messages and information streak across the continent or around the world at the speed of light. It is a place where you can find facts, meet customers, transact business, receives customers complaints, and handle them, meet thousand of their things without ever leaving your home o office.
Marketing activities is as old as man lives. The development of marketing started many years ago. The history behind the development made us understand that there is an era where marketing activities were less regarded forgetting it is the hallmark of every business growth.
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