Chapter one

1.0    Introduction

The purpose of business as asserted by PeterDrucker (2008) is to create customers and provide them with two basic functions of marketing and innovation. In today’s intense competitive business environment, these words ring more bells. A well-designed strategic marketing planning can make all the difference between success and failure in the marketplace. While marketing is commonly associated with consumers andgood companies such as Nokia Company, it would be myopic to restrict the relevance of marketing to such instances alone. Marketingultimately is about understanding and shaping behavior(Amitav, 2012). Consequently, banks and other financial institutions, government, medical and non-profit organization from those that design and sell financial product to those that implement government policy(i.e. those saddle with reducing drunk driving) have all found out that a well thought out strategic marketing can be critical to the success or failure of business in the marketplace. It is almost undoubted that it has become more deeply and widely for global integration of economy and financial system, presently the international competence of the banks in Nigeria cannot keep up with the foreign banks. In market economyin which Nigeria economy can be related, analysis and evaluation of strategic marketing performance is objective request of enterprise, investor and creditors. The process of evaluating and analyzing marketing  performance  can reveal the impact of an enterprise strategic marketing planning, judge its  marketing efficiency, analyze the cause for its success or failure which is of great significance towards the improvement of  enterprise management, enhancing the effectiveness of marketingdecision making (Andy, 2012). Marketing is becoming increasingly necessary in today’s banking competitive environment, intensified  rivalry from other  financial institutions has caused the banks to think seriously  about how they compete effectively and increased attention on strategic marketing planning and techniques.

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