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Women constitute an important workforce in every society all over the world and contributions of women in every profession should be revisited with empirical facts. This study examines women in marketing; their characteristics, motivations and challenges using a survey method. With a sample of 60 respondents drawn across ten banks in Akwa Ibom State, the study reveals that characteristics, motivations and challenges of women has specific implications for national economic growth and marketingdoi:10.18775/ijmsba.1849-5664-5419.2014.18.1001 fatcat:rp7hhlx6zfg2lll54mmgkzl7wu