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Application of the Marketing School of Thought and Their Implications in Nigeria Market:A Study of Music Industry

Omotoyinbo, Charles A. and Oladele, Iyiola Oluwole (2017) Application of the Marketing School of Thought and Their Implications in Nigeria Market:A Study of Music Industry. Journal of Marketing Management and Consumer Behavior, 2 (1). pp. 1-27.

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The schools of marketing thoughts have received scholarly attention from marketing enthusiasts and academics from related disciplines such as Economics, Psychology and Sociology. Several works have been published by scholars in an attempt to explain away the schools of marketing thoughts. Some writers traced development of marketing by time period, a few focused on specific marketing thoughts while others simply concentrated on reviewing history of individual schools of marketing thought. Such is the varied and diverse nature of these classifications that it could be somewhat confusing to an average reader. There is the great need to understand the varied classification, as well as the development of each school of thought, its primary focus and contributors to each school. This paper, therefore, seeks to contribute to this discourse by undertaking an archival survey of the extant literature to identifying theories and models relating to the concepts and philosophies of marketing schools of thought. The objective of this study is basically to examine the application of the theoretical foundations and ideas of marketing schools of thought to the music industry in Nigeria. Findings by the study reveals that with the increasing popularity of music industry in Nigeria and the application of the schools of marketing thought, there is need for proper planning, supportive structure and government intervention, of the industry. It is hereby recommended that it is imperative for the government to sponsor and legislate on laws that advance the development of music industry in Nigeria.

Item Type: Article
Uncontrolled Keywords: Schools of Marketing Thought Nigerian Emergent Music Multilingualism Afro Hip Hop
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Mrs Hannah Akinwumi
Date Deposited: 28 Mar 2018 07:58
Last Modified: 28 Mar 2018 07:58

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