AN EVALUATION OF THE FUNCTIONAL ROLE OF MARKETING IN THE MEDIA INDUSTRY
AN EVALUATION OF THE FUNCTIONAL ROLE OF MARKETING IN THE MEDIA INDUSTRY
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Date
2006-11
Authors
OGUNRINDE, Elijah Olufemi
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Abstract
This research work which discusses the evaluation of the functional role of
marketing in the media industry is divided into five chapters.
Chapter one deals with the background of the study, statement of the
problem, which is the main problem of the study finding out how media
houses evaluate the functional role of marketing as a contributing effect to
the growth of the industry. It also deals with the purpose of the study
objective of the study, scope and limitations of the study.
Chapter two deals with the review of relevant literature on marketing
functions, marketing concepts, roles of marketing, marketing strategy,
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opportunity analysis, development of marketing in Nigeria environment and
benefits of marketing concepts.
Chapter three deals with the methods used in collecting data for the work.
Chapter four deals with the candidates’ area of study, presentation and data
analysis.
Chapter five involves the summary of findings, as well as conclusions made.
Based on the findings, Recommendations were made for consideration.
Description
A 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 ADMINISTRATION
AHMADU BELLO UNIVERSITY
ZARIA.
NOVEMBER, 2006.
Keywords
EVALUATION,, FUNCTIONAL ROLE,, MARKETING,, MEDIA INDUSTRY.