Research Papers/Topics in Marketing

ENHANCING CORPORATE GOAL THROUGH STRATEGIC MARKETING PLANNING (A STUDY OF LAFARGE WAPCO NIG. PLC)

Organizational performance is getting more and more important, especially in a market withgreater competition and changing economic dynamics. Emphasis on creating the right opportunityto reach out to the audience, and meeting the requirements in the most optimal method has becomethe norm for organizations. This study therefore seeks to investigate the effect of strategicmarketing planning on corporate goal of Lafarge Africa Plc. Questionnaire was used to elicitinformation from top management ...

PRO-ENVIRONMENTAL BEHAVIOUR IMPACT ON FIRMS’ PERFORMANCE AND SOCIAL SUSTAINABILITY

This study interrogates the impact of pro-environmental behaviour on firms’ performance and socialsustainability. Understanding the pro-environmental behaviour in the society and establishing the determinants provide cue towards smoothening environmental sustainability. The specific objectives of the study are: to assess the impact of green managerial innovation on the firms’ competitive edge and social sustainability and to establish the extent of the relationship between eco design and ...

Retention of Deposit Money Bank Customers' Loyalty Through Technological Driven Service Delivery: Evidence from Enugu North Senatorial District, Enugu, Nigeria

Globally, the increasing engagement in technological service delivery is over whelming especially in Banking Industry. This study explores the effect of technological service delivery on retention of loyalty of deposit money Bank customers. Specifically to establish whether; internet Banking, Mobile Banking and ATM has significant positive effect on deposit money Bank customers’ loyalty retention. 255 respondents made up staff and customers of First Bank of Nigeria Plc and Access Bank parti...

Hotel Patronage in Enugu, Nigeria: Determining Factors for Preference

Proliferation of hotels in different states of Nigeria, Enugu State inclusive poses a great challenge to the hotel owners and Managers in their quest to attract guests. This study is prompted to establish the determinants of guests preference for hotels in Enugu State. Hotelsfor the study were selected from the three senatorial zones of Enugu State for the study. Staff and guests of the selected hotels made up the respondents. The sample size of the study was 312. The study adopted survey des...

Utilizing SWOT Analysis in Boosting your Marketing Effforts

The paper is about the utilization of SWOT Analysis in boosting Marketing efforts. Many companies fail to revisit their SWOT analysis while in action therefore the paper tries to guide them on how they can simply use the SWOT analysis to boost their Marketing. This goes by combining the 4Ps of Marketing mix.