STRATEGIES FOR MARKETING BOOKS IN NIGERIA
STRATEGIES FOR MARKETING BOOKS IN NIGERIA
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Date
1998-07
Authors
SUNDAY A, ONOJA,
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Abstract
This study is concerned with Marketing Strategies of books in Nigeria, "A Case
study of the Ahmadu Bello University, (ABU), Zaria Bookshop Limited and Kola Bookshop
Enterprises Limited Zaria. The study examines the use of marketing strategies and takes
a thorough and critical analysis of how the two bookshops apply marketing strategies to
increase sales volume and profitability.
The study goes further to examine the relationship between the bookshops and publishers
with a view to ascertaining how they complement each other in applying marketing
strategies. It also examines such variables as inventory control, personnel and
organisational structure of the bookshops to determine how effectively these have
contributed to the business performance.
Recommendations have been made as to how the bookshops can improve their
performance through the application of marketing strategies.
Description
Keywords
STRATEGIES FOR MARKETING, STRATEGIES FOR MARKETING