EVALUATION OF THE EFFECT OF ADVERTISING ON MARKETING OF PHARMACEUTICAL PRODUCT IN NIGERIA (A CASE STUDY OF SOME SELECTED COMPANIES)
EVALUATION OF THE EFFECT OF ADVERTISING ON MARKETING OF PHARMACEUTICAL PRODUCT IN NIGERIA (A CASE STUDY OF SOME SELECTED COMPANIES)
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Date
2002-11
Authors
Mu’azu, Safiya Ahmed
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Abstract
Given the competitive nature of the business world today, firms must be
up on their toes in order to meet the ever-increasing challenges of the economy.
One vital way to succeed is for a firm to be able to strategically market its
products or services.
With the present level of increasing and cutthroat competition in the
pharmaceutical industry, companies must be prepared not just to provide the
services, but to do so qualitatively and aggressively if they must survive.
The researcher has therefore decided to conduct this research
analytically and empirically to determine the effective application of
advertisement as a marketing tool in the selected pharmaceutical companies.
The findings have shown that the pharmaceutical companies have only
just begun to grasp the full meaning and understanding of advertisement and
its application to business. Unfortunately, there are still to be found traits of
weak database, poor communication system, inadequate marketing skills of
the staff.
The efforts of the selected pharmaceutical companies have been
sufficiently discussed and suggestion have be proffered on ways to improve on
their advertising strategies generally.
It is therefore hoped that scholars in the field of marketing in general,
will find this material interesting.
Description
BEING A PROJECT SUBMITTED TO THE
DEPARTMENT OF BUSINESS ADMINISTRATION
IN PARTIAL FULFILLMENT FOR THE AWARD PF
MASTER DEGREE IN BUSINESS ADMINISTRATION
(MBA) IN INSTITUTE OF ADMINISTRATION.
AHMADU BELLO UNIVERSITY, ZARIA
Keywords
EVALUATION,, EFFECT,, ADVERTISING,, MARKETING,, PHARMACEUTICAL,, PRODUCT,, NIGERIA., SELECTED COMPANIES,