It is important to make it clear that this study is the first on analysis of promotional techniques and their fit with business organizations in Nigeria. Promotional technique should not be confused with a marketing objective or mission. Promotional technique describes how a firm will achieve the stated goal in a way which is consistent with the mission, perhaps by detailed plans for how it might build a referral network, for example. Technique varies by type of market. A well-established firm in a mature market will likely have a different promotional technique than a start-up. The researcher is curious to know what will happen when a business organization adopts a promotional strategy that does not fit the type of business and market, hence the need to examine the analysis of promotional techniques and their fit with some selected business organizations in Kano State.
Download Chapter One
Read full post »