TABLE OF CONTENTS
APPROVAL PAGE ii
DEDICATION iii
CERTIFICATION iv
ACKNOWLEDGEMENT v
TABLE OF CONTENTS vi
CHAPTER ONE 1
INTRODUCTION 1
1.1 Background to the Study 1
1.2 Statement of the Problem 3
1.3 Objectives of the Study 4
1.4 Research Questions 4
1.5 Significance of the Study 5
1.6 Scope and Limitation of the Study 6
1.7 Research Methodology 6
1.8 Population of the Study 6
1.8.1 Sampling Technique and Sample Size 7
1.9 Sources of Data 7
1.9.1 Research Instruments 8
1.10 Method of Data Analysis 8
CHAPTER TWO 9
LITERATURE REVIEW 9
2.1 Introduction 9
2.2 The Concept of Marketing Strategy 9
2.3 Developing Marketing Strategies and Plan 10
2.4 The Marketing Mix Strategy 11
2.5 Organizational Arrangement for New Product Development 13
2.5.1 Growth Strategy Approach 17
2.5.2 The BCG Growth Share Matrix 18
2.6 Innovation and New Product Development in the Banking Industry 21
2.7 Achieving New Product Success within the Financial Service Industry 21
2.8 Strategies for Marketing of Banking Products 24
2.9 Growth in the Nigerian Banking Industry 25
2.10 Technological Innovations and Competition in Banking Industry 26
2.11 Competitive Advantage and New Product Development 28
2.12 Profitability and New Product 29
2.13 Data Analysis and Presentation 31
CHAPTER THREE 37
Summary, Conclusion and Recommendation 37
3.1 Summary 37
3.2 Conclusion 37
3.3 Recommendations 39
REFERENCES 41