THE IMPACT OF MARKETING STRATEGY ON THE PRODUCTIVITY OF AN ORGANIZATION: A CASE STUDY OF GT BANK

The challenges of measuring marketing strategy relating to productivity has been inadequately address by previous researches and marketing text in Nigeria. Hence this study examines the effect of marketing strategy of GTBank. Out of the total population of GTBank, Kaduna main branch with a staff strength of 135 persons were selected as the sample size. The survey method constitutes the research design. Questionnaire design in the five Likert scale constitute the research instrument. The mean scores were used to analyze data. The analysis indicates that the marketing strategy adopted by GTBank are basically customer service strategy, advertising, quality improvement as well as unique packaging and effective distribution channels. Marketing strategy of GTBank affect it productivity through the enhancement of customer value which facilitate increase in sales but in spite of this, marketing strategy of GTBank is constraint with problems arising from the inability of GTBank to combine numerous models and tools of marketing used in order to stand dynamism inherent in strategic implementation due to changing marketing environment as well as lack of integrated views of planning and development of marketing strategy. As such it was recommended that there should be Complete “paradigm shift” in managerial thinking, in terms of service quality delivery through continuous education and training of staff in field such as customer satisfaction and customer retention.