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Forensic Marketing and Organizational Effectiveness: Does it Matter for the Nigerian Banking Industry?

Author

Listed:
  • Rollins Chiyem Iyadi
  • Nelson Chidi Edeme
  • Etomi Sodje
  • Emmanuella Uyo
  • Oyakhire Christopher Okosodo
  • Chuks Iyadi
  • Edirin Jeroh
  • Victor Chukwunweike Ehiedu

Abstract

Purpose: This insightful research developed into a forensic marketing and organisational effectiveness nexus. Specifically, forensic marketing was disaggregated into data-based marketing and marketing intelligence, while organisational effectiveness was measured by. Method: Eighty-four (84) bank executives of listed commercial banks were sampled using a well-structured questionnaire, while the Pearson Product Moment correlation (PPM) coefficient was used to analyse the data sourced. Result: Data-based marketing is positively and significantly related to organisational effectiveness (r=0.507, p

Suggested Citation

Handle: RePEc:dbk:manage:v:3:y:2025:i::p:237:id:1062486agma2025237
DOI: 10.62486/agma2025237
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