ABSTRACT
The research provides an appraisal of the marketing concept in the Banking industry. It elucidate the nature of the marketing concept,functions and significance.The research profers a practical approach of the application of the
Marketing concept in the banking industry. It appraises the functions of the marketing concept in projecting the uniqueness of the banking products and services. A case study of union Bank is conducted to determine the functionality of the marketing concept in promoting its brand.
