» CHAPTER ONE INTRODUCTION Background of the study In today's business environment, the idea of Integrated Marketing Communications (IMC) has emerged as a key component of successful marketing strategy. IMC is a comprehensive marketing strategy that aims to coordinate and integrate different commun…Continue Reading »
» AN INVESTIGATION INTO THE IMPACT OF INTEGRATED MARKETING COMMUNICATIONS ON CONSUMER PURCHASE INTENTIONS: A CASE STUDY OF NIGERIA’S E COMMERCE INDUSTRY CHAPTER ONE INTRODUCTION Background of the study Businesses are using Integrated Marketing Communications (IMC) more and more in today's c…Continue Reading »
» CHAPTER ONE INTRODUCTION 1.1 Background of the study Small and Medium Enterprises (SMEs) play a vital role in the economic growth and industrial advancement of any nation. SMEs in Nigeria make a substantial contribution to the creation of jobs, reduction of poverty, and overall advancement of the ec…Continue Reading »
» CHAPTER ONE INTRODUCTION Background of the Study Over the year, the digitalization of media and rapid technology advancements have brought about substantial changes in the area of online marketing. As a result, businesses are fighting fiercely to attract customers' attention through marketing cam…Continue Reading »
» CHAPTER ONE INTRODUCTION 1.1BACKGROUND OF THE STUDY In the competitive market place, the brand name has become a distinguished contrivance that offer the assurance of value and quality by the companies (Meenaghan, 2015). New brands are continuously penetrating the market where consumers have lot …Continue Reading »
» CHAPTER ONE INTRODUCTION Background of the Study Since the advent of the internet, the growth rate of the retail industry in Nigeria has changed. The modern business environment is dynamic by nature, and it takes extra effort even more serious than it did in the past to survive in it. Online shop…Continue Reading »
» CHAPTER ONE INTRODUCTION 1.1 Background of the study Due to the widespread use of social media, customers actively seek out and encounter brand information. Hence, the practice of content marketing, in which businesses provide consumer oriented content on social media platforms, has garnered incr…Continue Reading »
» AN EXAMINATION OF PROBLEMS AND PROSPECT OF SOCIAL MEDIA CONTENT MARKETING AMONG E COMMERCE BUSINESSES IN NIGERIA CHAPTER ONE INTRODUCTION 1.1 Background of the study E commerce encompasses more than the simple combination of electronics and commerce. It represents a revolutionary approach to cond…Continue Reading »
» CHAPTER ONE INTRODUCTION 1.1 Background of the study In recent times, companies have shifted their focus towards customer centric strategies as opposed to product centric strategies (Leo, 2023). Companies allocate their resources to ascertain the composition of their current and prospective clientel…Continue Reading »
» CHAPTER ONE INTRODUCTION Background of the study In recent years, sales promotion has experienced both significant growth and change, more so than any other aspect of marketing communication (Penn, 2020). As a result, sales promotion is becoming more significant in the context of corporate comm…Continue Reading »
» CHAPTER ONE INTRODUCTION Background of the study A brand is a distinguishing mark, name or phrase, word, logo that businesses employ to differentiate their product from that of their competitors. A brand identity can be created by combining one or more of those components. In certain markets, s…Continue Reading »
» CHAPTER ONE INTRODUCTION Background of the study In this region of the world, the telecommunication industry is experiencing significant growth. Since 2004, following the deregulation, the cellular market in Cameroon has experienced remarkable growth rates of over 170%, and this trend has persi…Continue Reading »
» CHAPTER ONE INTRODUCTION Background of the study With the increasing popularity of social media, information technology is always evolving and advancing. Social media operates in a very different manner compared to conventional media. Many companies, both large and small, are increasingly utilisi…Continue Reading »
» IMPACT OF AFFILIATE MARKETING ON CONSUMER BRAND PREFERENCES IN CAMEROON (A CASE STUDY OF CONSOLIDATED TIN MINES LTD) CHAPTER ONE INTRODUCTION Background of the study The relevance of internet marketing has increased due to the rapid rise of online media worldwide. This kind of marketing provide…Continue Reading »
» CHAPTER ONE INTRODUCTION Background of the study The competitive character of the business environment demonstrates that marketing plays a crucial role in facilitating the allocation of commodities from production to the end customers. Marketing is conducted via a variety of methods, which includ…Continue Reading »
» CHAPTER ONE INTRODUCTION Background of the study Numerous marketing organizations operating in the worldwide industry have come to recognize that branding is a crucial undertaking that may guarantee their longevity in the market. As a result, there is a rise in the number of brands and an increas…Continue Reading »
» AN IN DEPTH SURVEY ON THE PROBLEMS AND PROSPECT OF ADOPTING SOCIAL MEDIA BASED MARKETING MECHANISM AMONG E COMMERCE BUSINESSES IN CAMEROON(A STUDY OF SELECTED E COMMERCE COMPANIES IN CAMEROON) CHAPTER ONE INTRODUCTION Background of the study The rapid advancement of digital technology has fundame…Continue Reading »
» CHAPTER ONE INTRODUCTION Background of the study Word of mouth (WOM) marketing has become a major factor in shaping consumer brand choices on a global scale, due to the fast changing consumer behaviour and marketing dynamics. Word of mouth (WOM) refers to informal communication among people on go…Continue Reading »
» CHAPTER ONE INTRODUCTION Background of the study The primary driver of organisational development is sales success. In addition to generating profit for the owners, sales performance also creates revenue that may be used for the growth of the organisation. Furthermore, a commendable sales perform…Continue Reading »
» A CRITICAL EVALUATION OF THE IMPACT OF SALES PROMOTION STRATEGY ON CONSUMER BRAND PREFERENCES IN CAMEROON (A CASE STUDY OF MEDIA SYSTEM CONSULT) CHAPTER ONE INTRODUCTION Background of the study Sales promotions have emerged as a crucial instrument for marketers, and their significance has seen …Continue Reading »
» CHAPTER ONE INTRODUCTION 1.1 Background Of The Study Transactional processes are increasingly being facilitated by technology in the rapidly evolving twenty first century. There is a growing trend among clients to depend on technological methods for generating service outcomes, rather than engagi…Continue Reading »
» A CRITICAL ASSESSMENT ON FACTORS INFLUENCING CONSUMER PATRONAGE OF ONLINE BASED BUSINESSES IN CAMEROON CHAPTER ONE INTRODUCTION 1.1 Background of the Study The development of internet technology has improved our everyday routines and lives (Isohella et al., 2017). It has also changed how business…Continue Reading »
» CHAPTER ONE INTRODUCTION 1.1 Background Of The Study The exponential expansion of information technology has augmented the significance attributed to online advertising. The internet is without a doubt the most captivating of the information technology innovations that have gained significant med…Continue Reading »
» CHAPTER ONE INTRODUCTION 1.1 Background of the Study The telecommunications industry plays a crucial and significant role in the economic stability of both developed and developing countries, including Cameroon. Like many nations, government officials and telecommunications stakeholders in Camero…Continue Reading »
» CHAPTER ONE INTRODUCTION 1.1 Background of the Study Prior to the mid 1950s, marketing was primarily associated with manufacturing activities, and banking sector didn't prioritize it as part of their operations. However, towards the end of the 1950s and the beginning of the 1960s, there was a shi…Continue Reading »
