Overview

Some bankers feel they do not have to read any book to do their marketing jobs well. They think that all they need to succeed in marketing are flair, ability to network, personal contacts, and entreaty. Doing so, they simply do things that tend to gratify expediency of the marketing situation in which they find themselves. Of course the foregoing views are erroneous. The factors on which the erroneous views hinge relate to, and could be useful in, only certain personal selling assignments. Otherwise, in executing complex marketing tasks, such factors would hardly be relevant. Of the twenty-two chapters of this book, for instance, such factors gained value in only one and a half chapters (see chapters five and twenty-two). This implies that bank marketing transcends the picture of it portrayed by those bankers. Unfortunately, while the erroneous views persist, there are skills gaps in customer service and managing banking relationships. The irony of this situation is that marketing provides structure for, and nourishes, these important functions. In fact, customer service and relationship management are the major building blocks of bank marketing. In writing this book, the author demonstrate the practical issues, lessons, and solutions with which bankers and customers must contend, with suggestions on how to meet their mutual expectations and needs. Enriched with market researches, empirical data, literature reviews, and theoretical analyses, the book underscores the interdependence of knowledge of theory and practice for the success of marketing in banking. Its target market includes practising bankers, business schools and students. The book is divided into five sections, and covers major aspects of bank marketing as follows: Section I: General principles, goals, and tasks -Marketing of financial services - an overview -Financial services marketing environment -Market analysis, segmentation, and targeting -Marketing planning - bases, tasks, and issues -Calls, prospecting for accounts, and negotiating transactions -Marketing and operations duel Section II: Customer service - orientation, Standard, and measures -Customer definition, analysis, and service -Enthroning ideals of customer service -Service orientation and disposition of employees -Operations risks, errors, and frauds Section III: Springboard for bank marketing -Relationship management strategies, drives and practices -Account management goals and responsibilities -Liquidity - staving off treasury crisis Section IV: Markets structure, behaviour, and strategies -Retail banking and small businesses -Consumer banking sector, behaviour, and analysis -Commercial banking sector and middle-tier market -Corporate banking sector and strategies -Government and public sector Section V: Marketing tools, mix, and strategies -Product concepts, development and policy -Pricing decisions, strategy, and policy -Promotional strategies, practices, and influences -Distribution and financial services delivery system Drives and tasks in bank marketing is certainly an invaluable text for practitioners and students alike.

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9781484803431

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Onyiriuba is a leading banker and author on banking. He proffers solutions to problems which constrain operators and stakeholders in the banking industry. Doing so, he brings about positive changes in the work of bankers that affect the ordinary people. Beyond banking, he assists clients to reinvent enterprise, unlock potential, discover possibilities, and find key to success. Onyiriuba started building a voice when, as a budding author, he wrote Economic policy and economic development in Africa (2000). He was moved to write the book by a need to transform Africa. His banking series in which he has four bestsellers to his credit builds on this foundation. Soon he became a strong voice of banking in Africa as he published Analysing and managing risks of bank lending (2004), Drive and tasks in bank marketing (2008), Dictionary and language of banking (2010), and Credit risk: Taming a hotbed of reckless banking (2013). Onyiriuba is now a well-known and respected voice in banking circles in Nigeria - and, indeed, West Africa. He commits himself to adding value to the body of banking literature and practice, enhancing the services of banks, advancing risk management in banking, and helping institutionalize sound banking culture. His literary piece, On the road to self-actualization (2013), underscores his passion about leading a fulfilling life. He makes a case in Finances and drive to own and run your own business - his forthcoming book on personal finance - for borrowing money without fear to jumpstart, advance, or consolidate well-thought-out business plans. Onyiriuba started a career in banking in 1991 after a stint as a lecturer in the university. As a banker, he was at various times group head (commercial banking), regional director (Lagos), and divisional director (corporate banking). Presently, he runs a financial consultancy in Lagos, Nigeria - with a commitment to helping clients succeed. He leads a team of enthusiasts for the latest business, finance and banking thinking. The team helps clients build best practice knowledge, institutionalize sound culture, manage risk well, and create value. Born 13 June 1961, Onyiriuba holds undergraduate and postgraduate degrees in business administration and finance.

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