Effect of Sustainable Marketing on Competitive Advantage of Deposit Money Banks in Ogun State, Nigeria

Abstract

The business performances in growing competitive environment naturally require good attention from firms that aims to survive the pressure of competition in today's banking business across the globe. Prior to 2007, commercial banks performance across the western world appears interesting and impressive when measured with common indices of performance measurement (like ROA and ROE) within the banking industry, but most commercial banks across the globe suffered poor performance since global financial crises from 2007-2010 due to poor sustainable marketing efforts by banks(Shukla, 2014).The analysis of banks performance ratios across selected countries in the world showed poor performance in terms of ROA and ROE (Shukla, 2014). In United Kingdom, the Return on Assets (ROA) of banks fell from 0.4% in 2007 to 0.