AN EVALUATION OF THE FUNCTIONAL ROLE OF MARKETING IN THE MEDIA INDUSTRY
ABSTRACT
This research work which discusses the evaluation of the functional role of marketing in the media industry is divided into five chapters. Chapter one deals with the background of the study, statement of the problem, which is the main problem of the study finding out how media houses evaluate the functional role of marketing as a contributing effect to the growth of the industry. It also deals with the purpose of the study objective of the study, scope and limitations of the study. Chapter two deals with the review of relevant literature on marketing functions, marketing concepts, roles of marketing, marketing strategy, 15 opportunity analysis, development of marketing in Nigeria environment and benefits of marketing concepts. Chapter three deals with the methods used in collecting data for the work. Chapter four deals with the candidates’ area of study, presentation and data analysis. Chapter five involves the summary of findings, as well as conclusions made. Based on the findings, Recommendations were made for consideration.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
AN EVALUATION OF THE FUNCTIONAL ROLE OF MARKETING IN THE MEDIA INDUSTRY
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