TABLE OF CONTENTS
APPROVAL PAGEii
DEDICATIONiii
CERTIFICATIONiv
ACKNOWLEDGEMENTv
TABLE OF CONTENTSvi
CHAPTER ONE1
INTRODUCTION1
1.1Background to the Study1
1.2Statement of the Problem3
1.3Objectives of the Study4
1.4Research Questions4
1.5Significance of the Study5
1.6Scope and Limitation of the Study6
1.7Research Methodology6
1.8Population of the Study6
1.8.1Sampling Technique and Sample Size7
1.9Sources of Data7
1.9.1Research Instruments8
1.10Method of Data Analysis8
CHAPTER TWO9
LITERATURE REVIEW9
2.1Introduction9
2.2The Concept of Marketing Strategy9
2.3Developing Marketing Strategies and Plan10
2.4The Marketing Mix Strategy11
2.5Organizational Arrangement for New Product Development13
2.5.1Growth Strategy Approach17
2.5.2The BCG Growth Share Matrix18
2.6Innovation and New Product Development in the Banking Industry21
2.7Achieving New Product Success within the Financial Service Industry21
2.8Strategies for Marketing of Banking Products24
2.9Growth in the Nigerian Banking Industry25
2.10Technological Innovations and Competition in Banking Industry26
2.11Competitive Advantage and New Product Development28
2.12Profitability and New Product29
2.13Data Analysis and Presentation31
CHAPTER THREE37
Summary, Conclusion and Recommendation37
3.1 Summary37
3.2Conclusion37
3.3Recommendations39
REFERENCES41
