Abstract

The banking industry in Nigeria is characterised by a high degree of competition. Most Nigerian banks are seeking more than just a few time transactions with customers and have now emphasized what has been tagged "relationship marketing." This is because of the needs to develop and sustain relationships with their customers for increased profitability and bigger balance sheet, and promote brand positioning in the marketplace. In order to meet these challenges, Nigerian banks need to fully adopt the Integrated Marketing Communication (IMC) approach. While examining the challenges of the traditional forms of marketing communication tools and media, this paper adopts the systems theory in explaining how Integrated Marketing Communication can be used in promoting banking services in Nigeria.

Key Words: Integrated Marketing Communication, Systems Theory, Banking Services, Banks’ Customers, Nigeria

_______________

*Oluwafemi Adesanoye is the Zonal Service Manager, First City Monument Bank, Akure, Ondo State, Nigeria.

^JCMRJournal of Communication and Media Research, Vol. 8, No. 1, Sp. 1, May 2016, 138 – 153