The study Is an empirical exercise based upon observable data and practices of the operators in the Nigerian financial sector. This is viewed and analysed from a marketing perspective against the background of a deregulated economy brought about by the Structural Adjustment Programme (SAP). The study reveals that the SAP induced free market economy has given birth to very stiff competition in the financial sector. This has sent the banks and other financial institutions scurrying for innovative marketing strategies for survival and growth. There are indications that so far, they have succeeded as revealed in the growing level of aggregate deposits accumulated and the rising level of credits granted to fund users. The result of all this is that the Nigerian consumer of financial products and services now, more than ever before, has a very wide choice among the competing, innovatively packaged financial products and also enjoys a relatively more efficient service delivery from the numerous financial houses across the country. The study is divided into five chapters. Chapter one introduces the study, setting out the objective and significance of the study. Chapter two examines the conceptual framework for the study, setting out a broad review of literature relevant to the study. Chapter three presents the operations of the financial sector. In Chapter four is found the analysis of data collected on marketing practices of some of the key operator in the Nigerian Financial System, while Chapter five concludes the study