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The Effect of Marketing Strategies on Corporate Performance of Estate Surveying and Valuation Firms in Kaduna Metropolis of Nigeria

Ayedun, C. A. and Oloyede, S. A. and Oluwunmi, Adedamola O and Oyedele, M.O. (2014) The Effect of Marketing Strategies on Corporate Performance of Estate Surveying and Valuation Firms in Kaduna Metropolis of Nigeria. American International Journal of Social Science, 3 (4). pp. 202-209.

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Abstract

The issue of marketing management has been of little concerned to most real estate surveying and valuation firms in Nigeria in the time past probably because of the limited number of firms jostling for work then. Many of them were of the erroneous opinion that marketing was not more than mere letting or selling of properties and which does not require more than either placing of advertisement in the newspapers or hanging of “for sale” or “to let” boards on such properties to sell or let. It was this erroneous belief which was responsible for the property industry being lagged behind in performance when compared with most other industries especially the consumer goods and service industries. This study is set out to examine marketing strategies being adopted by estate surveying and valuation firms practising in Kaduna metropolis and how such strategies impact their corporate performance. To achieve the objective of the study, structured questionnaires were administered on estate surveying firms operating within the metropolis and the retrieved questionnaires were subsequently analysed with the aid of simple statistical techniques. The study revealed that there is a positive relationship between marketing strategies adopted and corporate performance of the firms. The study recommends the practising estate firms should employ aggressive marketing strategies at driving their products and services with a view to making their existence more known.

Item Type: Article
Subjects: T Technology > TH Building construction
Divisions: Faculty of Engineering, Science and Mathematics > School of Civil Engineering and the Environment
Depositing User: Abiodun Caleb Ayedun
Date Deposited: 20 Feb 2015 08:49
Last Modified: 10 Jul 2017 11:49
URI: http://eprints.covenantuniversity.edu.ng/id/eprint/3539

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