Abbreviation: Afr. J. Mark. Manage.
Start Year: 2009
Page 1 of 7, showing 20 records out of 124 total, starting on record 1, ending on 20
DOI: 10.5897/AJMM2016.0506[Article Number: DF37F5B61781]
The importance of rice is increasing in peoples’ diets in Benin, but access of locally-produced rice to domestic and foreign markets remains limited due to low quality products and unreliable supply chains. Contract farming for rice processing and exportation promises to ensure secure market access, and lift paddy farmers up from poverty. This study aimed to identify the determinants and assess the impact of... Read more.
DOI: 10.5897/AJMM2016.0486[Article Number: 6E788B759357]
This study focuses on analyzing the functioning of the marketing systems of jew’s mallow (Corchorus olitorius) produced in Agbédranfo (Dogbo), Southwest Benin. The methodological approach used was based on the Structure-Conduct-Performance paradigm (SCPA). A total of 60 producers, 28 retailers and 4 wholesalers were sampled. The results identified two jew’s mallow marketing systems based on sales... Read more.
DOI: 10.5897/AJMM2015.0459[Article Number: 97E6E0658720]
Nigeria’s active internet subscriptions (GSM), as at February, 2015 stand at 83,209,380 (NCC, 2015). The Internet is the modern marketers’ choice. Despite its great potentials, it is still largely under-utilized in Nigeria. This study surveyed the popularity and acceptance of the Internet as a medium for communicating marketing and advertising messages; the category of people who seek advertising and... Read more.
DOI: 10.5897/AJMM2014.0436[Article Number: B21482B56723]
This study sought to establish the determinants of growth in the banking industry in Kenya. The research objectives were; to establish the determinants of growth in the banking industry in Kenya and to determine the indicators used to measure growth in the banking industry in Kenya. The study employed descriptive cross sectional survey design. The population was all the 43 commercial banks based in Nairobi County. The... Read more.
DOI: 10.5897/AJMM2015.0475[Article Number: BD2276C55790]
This conceptual paper proposes that communication strategies should be aligned to the IMC message typology in its entirety. In order to shed light on the role of IMC in the development of communication strategies a literature review was conducted. The literature review revealed that IMC is a logical structure of developing communication strategies. An organisation should control (planned) or influence messages... Read more.
DOI: 10.5897/AJMM2015.0464[Article Number: 7A71D5655371]
Mobile communication is very often materialized by the use of mobile Internet, SMS and MMS by companies to send advertising messages via mobile phones. SMS and MMS are a genuine social phenomenon. Furthermore, companies have found a new opportunity to operate in terms of targeted communication. Indeed, mobile communication is a fast and effective way of communication at lower cost. Many studies have already been... Read more.
DOI: 10.5897/AJMM2014.0414[Article Number: 9CA3F6054120]
The effect of financial development on economic growth coupled with exchange rate fluctuation on economic growth can be significant in a country. We investigated the impact of the economic credits on the inflation and economic growth in Togo. We endeavored to bring out the nature of the relationship between changes in credit to the economy and inflation level and analyzed the effect of credit to economic growth. To... Read more.
DOI: 10.5897/AJMM2014.0413[Article Number: 1C66E2153552]
The Information and Communication Technologies (ICT) can play an important role in accelerating the economic growth potential of a country. The exponentially rapid spread of ICT is deeply affecting the social, political, economic and cultural spheres in even in poor countries like Togo. We evaluated the appropriation of ICT in Togo to determine its potential to integrate its economy into global production networks... Read more.
DOI: 10.5897/AJMM2015.0446[Article Number: E91973C53324]
This research examines the effect of last name on acquisition timing for Chinese. Previous research suggests that there is a significant negative correlation between the depth of the first letter of surname in the alphabet and response time to acquisition opportunities in Western culture. This research illustrates whether this finding holds in Chinese culture over three studies. We find an opposite conclusion that the... Read more.
DOI: 10.5897/AJMM2014.0432[Article Number: 4CD410452010]
Creating and maintaining strong brand and a band wagon of loyal customers have become increasingly difficult in today's competitive environment due to proliferation of numerous brands in a generic product category. Brand loyalty has been shown to be associated with higher rates of return on investment due to increase in the market share. Children’s influence on family purchase decision depends on a number of... Read more.
DOI: 10.5897/AJMM2015.0445[Article Number: D4A84F252015]
One of the major challenges of mobile operators in a fierce competitive and multi-simming mobile market is how to gain share of wallet and grow both value and market share. This is because a prepaid customer makes a daily decision on when to recharge, which of the SIMs to recharge and what to do with the recharge. Hence, operators are faced with dwindling revenue as daily recharges and usages are impacted by... Read more.
DOI: 10.5897/AJMM2014.0437[Article Number: FC6E92650973]
The purpose of this study was to examine the application of marketing mix strategy of small and micro scale enterprises in Osun State. The study sought to know the extent to which small and micro scale enterprises apply marketing mix strategies. The study was conducted on three purposefully selected areas of Osun State namely; Ile-Ife, Ilesa and Osogbo. Primary data were used for this study. The primary data were... Read more.
DOI: 10.5897/AJMM2014.0430[Article Number: D1E627550974]
Mobile marketing is getting an increasingly powerful presence in the communication channel of tomorrow, given its increasing use worldwide. In the Cameroonian context, this method is therefore increasingly used for the transmission of social information. The goal of this exploratory research is to identify and describe the factors that would likely affect the adoption of mobile marketing by advocates... Read more.
DOI: 10.5897/AJMM2014.0428[Article Number: CBBA72C50034]
Salespersons are adopting and using a variety of technologies to increase their selling productivity and efficiency at different rates. This study identifies various factors that can influence the adoption of sales force automation and analyzes their effect on technology adoption. An explanatory research design was used and data collected by means of self-administered questionnaires to the target population. Reliability... Read more.
DOI: 10.5897/AJMM2014.0429[Article Number: E4D5C5250037]
Researchers have acknowledged the importance of corporate reputation amongst different fields of study. Scolars addressing corporate reputation in the field of marketing have acknowledged corporate reputation has a positive effect on customer loyalty and satisfaction. However, there is limited research tackling brand preference and also these studies mainly tackled developed markets. The relationship between corporate... Read more.
DOI: 10.5897/AJMM2014.0420[Article Number: C256B2D48947]
Rural markets are gold mines paved with thrones. With mammoth size of 833 million populations residing in 640867 villages, rural India offers huge untapped potentiality for any marketer. There is wide disparity in village population range from less than 200 to more than 10000. The main occupation of majority of rural population is agriculture and allied activities that signify main source of income. Rural consumers... Read more.
DOI: 10.5897/AJMM2014.0422[Article Number: 6EE314349391]
This study assesses the impact of physical architecture on customer patronage of quoted banks in South-south zone of Nigeria. 14 quoted banks at the Nigeria Stock Exchange Market were used for the study. The research considered firm level of analysis and top managers unit of analysis. Customers of the chosen banks were also used. By this arrangement, 42 managers and seven customers randomly selected constituted our... Read more.
DOI: 10.5897/AJMM2014.0419[Article Number: 9CF81E848751]
Banking plays a significant role in the economy of any country. Bangladesh is a Muslim dominated country and more than 80% of their populations are Muslim. These people have strong faith on Islamic rules and regulations and they want to lead their lives as per the canon given in the holy “AL- QURAN” (The religious book of Islam). But no Islamic banking system had been developed in Bangladesh up to 1983. The... Read more.
DOI: 10.5897/AJMM2013.0371[Article Number: 29129A148754]
The paper examined the impacts of service marketing on health care management in Nigeria. For this paper, simple random technique was used in selecting 200 patients from General Hospital, Ogbomoso. Data were collected with the use of both primary and secondary data and were subsequently analyzed by regression analysis through statistical package for board sciences. The results showed that service marketing has... Read more.
DOI: 10.5897/AJMM2010.036[Article Number: 63A098347718]
In today's complex communication environment, emotional intelligence, communication effectiveness, and strategic alignment remain a key topic of concern among managers and employees worldwide. Communication effectiveness is a key for organization’s performance and progress. The interrelationship between emotional intelligence, communication effectiveness, and strategic alignment plays a vital role in the... Read more.
Page 1 of 7, showing 20 records out of 124 total, starting on record 1, ending on 20