EVALUATION OF MARKETING STRATEGIES IN THE TELECOMMUNICATION INDUSTRY A STUDY OF INTERCELLULAR NIGERIA PLC
EVALUATION OF MARKETING STRATEGIES IN THE TELECOMMUNICATION INDUSTRY A STUDY OF INTERCELLULAR NIGERIA PLC
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Date
2006-11
Authors
IDRIS, Muhammad Munir,
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Abstract
ABSTRACT
This research study was carried out with the purpose of evaluating
the marketing strategies adopted in Nigerian Telecommunication industry
paying particular attention to Intercellular Plc. The study tried to ascertain
the effectiveness and efficiency of the company’s marketing strategies in
meeting customer’s needs, want and expectations.
The findings of the study clearly revealed that successful design of
marketing programs and strategies must begin with an understanding of
customer satisfaction. And that in marketing telecommunication services,
promotional activities and good pricing strategy helps to influence sales,
hence intercellular need effective promotional activities and efficient pricing
system and policy to be able to market its services.
The study comprises five chapters, and data used were mainly
primary and secondary data. And for the purpose of analysis, the tools
employed were the percentage and chi-square methods. Finally
recommendations were made for better performance in the industry
Description
THESIS SUBMITTED TO THE POSTGRADUATE SCHOOL
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD
OF THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION (MBA)
DEPARTMENT OF BUSINESS ADMINISTRATION
FACULTY OF ADINISTRATION
AHMADU BELLO UNIVERSITY
ZARIA.
NOVEMBER 2006
Keywords
MARKETING STRATEGIES, TELECOMMUNICATION INDUSTRY, INTERCELLULAR NIGERIA PLC