The rapid changes in the cyber world, information resources available through computer networks and the internet, is causing changes in traditional marketing and among consumers. This has necessitated a study into digital ...

In today’s very competitive business environment, businesses must adapt their strategies in the sphere of customer management so as to reduce the cost incurred in acquiring new customers. One major influencer of such efforts ...

To become innovative, SMEs needs to develop their innovation capability. Considering the competitive nature of SME environments, developing innovative capability is vital for survival. The study compares the effect of ...

Brand equity is a very paramount aspect in the marketing of an organization’s product. The organization’s knowledge about how their product or service is perceived by their consumers is important for the management of ...

This study examined whether advertising influences the usage of telecommunication networks, using the students of Kwame Nkrumah University of Science and Technology in the Ashanti Region as a point of reference. It was ...

Marketing strategies constitute one of the key functional strategists that small and medium enterprises (SMEs) adopt to enhance performance. The objective of this study was to assess SMEs marketing performance, mediating ...