THE ROLE OF MARKETING SKILLS IN MITIGATING BUSINESS FAILURE AMONG ETHNIC SME OWNERS

Abstract: Small and Medium Enterprises (SMEs) play a crucial role in the African economy, contributing significantly to employment and GDP. However, the high failure rates among SMEs pose a significant challenge, with research indicating substantial failure rates within the first few years of operation. This study focuses on ethnic SME owners in South Africa, aiming to investigate the

Authors: Elizabeth N. Mabunda , Victor S. Chembe
Pages: 1-12

DOI: 10.5281/zenodo.12780525

IMPROVING BUSINESS GROWTH: MARKETING STRATEGIES FOR NIGERIAN CONSTRUCTION PROFESSIONALS

In the competitive landscape of the construction industry, effective marketing strategies are pivotal for the survival and growth of professionals. This paper investigates the adoption and effectiveness of marketing strategies among Nigerian construction professionals. Six key strategies—firm location, promotion, professional-client relationships, contracts, marketing mix (4 Ps), and

Authors: Olamide Temitope Adebayo
Pages: 13-28

DOI: 10.5281/zenodo.12780527

SALESPERSONS’ CHARACTERISTICS AND CUSTOMER SATISFACTION WITH HIGH INTEREST DEPOSIT ACCOUNTS IN ACCESS BANK PLC, UYO, AKWA IBOM STATE, NIGERIA

This study investigated the relationship between salespersons’ characteristics, proxied as communication skill, empathy and level of trust worthiness in regards to customer satisfaction with high interest deposit accounts in Access Bank Plc, Uyo, Akwa Ibom State, Nigeria. Out of the overall population of 2306, the researchers collected data from 341 participants using survey research design.

Authors: Udoka Isaac Francis , Abasiama Asuquo Mfon (Ph.D)
Pages: 29-52

DOI: 10.5281/zenodo.12795053