Revista de Artes e Ciências Sociais

Bank Consolidation in Nigeria: Marketing Implications and Challenges for the Surviving Banks

Abstract

IE Ernest

The purpose of this paper is to explore the marketing implications of the Nigerian bank consolidation with a view to theorizing the marketing challenges which Third World countries wishing to embark on the same exercise should watch out for. The research used secondary data sources to expose the status of marketing in the pre-consolidation era and goes further to put forward the marketing implications and challenges of the exercise. Delivery of quality services, repositioning of brand identities and branch expansion were found as the leading challenges of the Nigerian bank consolidation. Other Third World economies wishing to undertake bank consolidation was advised to consider certain structural variables evident in their countries before embarking on such reforms.