Marketing of Financial Services in the ECOWASudSub-Region by Nigerian Banks: A Test Case for theudGlobalization of Nigerian Banking Industry

摘要

In the light of the increasing importance of segmentationudin the marketing of financial services, this paper arguesudthat Nigerian banking industry can enter the globaludfinancial market with a strategy that incorporates bothudsegmentation and globalisation. To enable marketing ofudfinancial services succeed in an era of globalisation, thisudpaper also suggests that the entire world can first beudsegmented into regions which now form the plank forudglobalisation. This, it says, because market segmentationudhas been a fertile ground for financial services marketingudfor many years. The adoption of segmentation strategiesudwithin the financial services industry is a signs of theudglobalization of marketing. Thus, the Nigerian bankingudindustry can make the ECOWAS sub-region its primaryudsegment in its bid to globalize its marketing operations inudthe area of financial services