DEVELOPMENT OF INTEGRATED MARKETING IN THE SME INDUSTRY IN NIGERIA, A NEW PARADIGM FOR UNDERSTANDING MARKETING CHANGES
Authors:
Igyuve, I. Anthony (PhD) Sarki, Reuben Sunday
Abstract:
The business world enterprise has come face to face with the revolution that has swept across the information and technology industry and invariably going to affect the small and medium scale enterprises in Nigeria. SMEs the world over are facing this form of revolution in a manner that is changing and revolutionising the way marketers do their business and on the other hand the way consumers are deciding on what and how to consume. This study on the ‘development of integrated marketing in the SME industry in Nigeria, a paradigm for understanding marketing changes’, has identified the fact that, integrated marketing communication which is the means by which IMT is striving is undergoing a period of metamorphosis in the cause of the first, second, third and fourth revolutionary development, making mobile phone, computer and other handheld devises the means through which business and consumption is highly revolutionized, and small businesses imbibing the use of technology to attend and record the profile and buying habits of the consumer. The recommended that Government must as a matter of deliberate policy, create an enabling environment and policies that would guarantee the availability of internet facility, and favourable business environment to enable SMEs to grow, as was the case in China, that has made that country rise above expectations.