Effective Management of Marketing Programmes for The Sustainable Development of Small And Medium Enterprises in Nigeria
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College of Social and Management Sciences, Joseph Ayo Babalola University, Ikeji-Arakeji. Osun State.
Abstract
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The study investigated how Nigerian small and medium enterprises effectively managed
marketing programmes for their development and sustainability. Relevant theories were
employed to justify the variables. Two hypotheses were investigated through the survey
of randomly selected 555 small scale entrepreneurs, and 93 medium scale entrepreneurs;
with appropriate statistics. Findings indicated a strong correlation between the use of
marketing programmes and their development; and effective management will aid
sustainable development of Nigerian small and medium enterprises. It was recommended
that qualified academics and professionals should be appointed to appropriate portfolios,
while issues of sectionalism, tribalism, and nepotism should be eliminated.
Keywords
HF Commerce, HJ Public Finance