Overview of Marketing

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Overview of Marketing

Marketing is a very interesting, lively dynamic and wide field of endeavour, its philosophy and activities are contemporary and persuasive. There are so many definitions as we have different authors and practitioner. According to Adirika (1990:3) marketing could be defined as al important set of creative human activities aimed at identifying, anticipating and satisfying the needs and want of consumers through exchange as efficiently and effectively as possible. He noted further that marketing is located in the realm of human activities. [Read more…]

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The Effect of Sales Promotion on the Marketing of an Organization

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The Effect of Sales Promotion on the Marketing of an Organization

Sales Promotion – Promotion is an important arm of the total marketing system.  The need to promote a product, service or idea can not be over emphasized.  This is informed by the fact that a successful marketing outfit can not be put in place without making mention of promotional methods and the tools used in achieving the objectives.  The understanding of promotion is closely tired to the understanding of the basic concept of marketing. [Read more…]

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Personal Selling Strategies – Its Effectiveness in Marketing of Capital Goods

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Personal Selling Strategies – Its Effectiveness in Marketing of Capital Goods

Personal selling as one of the communication tools is very important in marketing of industrial goods (capital goods) because of it’s technicality and complexity.  And as often been started that personal selling as an interpersonal persuasion process designed to influence certain people’s decision, which involves the face to face communication of information from a seller to a prospective buyer on industrial goods.  It is at this level that the researcher wants to review related literature in this area of study. [Read more…]

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Problems and Prospects of Marketing in Small-Scale Industries in Nigeria

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Problems and Prospects of Marketing in Small-Scale Industries in Nigeria

Marketing is the link between the needs of a society and its industrial activities.   It is that all function that matches the organization’s offering to the ever-changing need of the market place.   According to a Renowned Market Scholar Peter Drucker “Marketing is so basic that cannot be considered a separate function.   It is the whole business seen from the point of view of its final result, that is from the customer’s point of view. [Read more…]

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The Marketing Strategies of the Paint Industry (A Case Study of Saclux Paints Limited) Part 2

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The Marketing Strategies of the Paint Industry (A Case Study of Saclux Paints Limited)  Part 2

In this chapter many literatures by eminent scholars that relate to the research topic were reviewed.  This review of the literature looks at the concept of marketing and its effectiveness as a strategies of saclux paint industry.  The literature review provides the theoretical framework on which the whole study stands, it is an examination of all relevant issues and variables related or inherent in the study.  The review also takes the research to past revelations on findings by previous scholars”. [Read more…]
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