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

Rollins Chiyem Iyadi, Nelson Chidi Edeme, Etomi Sodje, Emmanuella Uyo, Oyakhire Christopher Okosodo, Chuks Iyadi, Edirin Jeroh and Victor Chukwunweike Ehiedu

Management (Montevideo), 2025, vol. 3, 237

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

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:dbk:manage:v:3:y:2025:i::p:237:id:1062486agma2025237

DOI: 10.62486/agma2025237

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