ADEGBUYI , O. A. (2008) Relationship Marketing of A Small Firm in a Developing Economy: Implications for Social Responsibility. International Journal of Social Entrepreneurship, 1 (1).
Full text not available from this repository.Abstract
Ihe purpose of this paper is to understand relationship marketing in small business enterprise in a developing economy. A,_n in-depth personal interview approach was used to gather information from one small rural firm in Nigeria. Ihis study provides review of literature which highlights the close association of more advanced conceptualizations of marketing, especially relationship marketing, and those of small businesses in developing economies such as Nigeria. Ihe findings showed that relationship building and maintenance is about creating value for the business and creating loyal customers. Also results indicated that the entrepreneur used his relationships with customers innovatively to add value to the customers' perception of the business.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Relationship marketing, marketing, developing economy, social responsibility |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Mrs Patricia Nwokealisi |
| Date Deposited: | 17 Dec 2014 08:54 |
| Last Modified: | 16 Feb 2016 11:26 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/3091 |
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