📄 Research Article
IJRMCS Vol. 4, No. 2 (2024)
THE ROLE OF MARKETING RESEARCH IN ACHIEVING SUSTAINABLE PRACTICES: A CASE STUDY OF SMES IN NIGERIA
Associate Professor Udegbe Scholastica Ebarefimia, PhD., 1 & Olufemi Aina AJOSE. PhD. 2 & Tijani Usman Moyosore 3
1 Lagos State University, Faculty of Management Sciences, Department of Marketing, Nigeria
2 Lagos State University, Faculty of Management Sciences, Department of Marketing
3 Lagos State University, Faculty of Management Sciences, Department of Marketing, Nigeria.
2 Lagos State University, Faculty of Management Sciences, Department of Marketing
3 Lagos State University, Faculty of Management Sciences, Department of Marketing, Nigeria.
Innovative Journal of Research in Marketing and Customer Success,
Vol. 4, No. 2 (2024),
pp. 1-7 |
DOI:
Open Access
Peer Reviewed
Research Article
Abstract
The study investigates the role of marketing research in achieving sustainable practices in Nigerian SMEs. It found that sustainable marketing techniques significantly impact the functioning of these enterprises. The research used a literature-based instrument and collected data from 250 selected SMEs. The findings suggest that marketing research significantly assists Nigerian SMEs in making informed decisions, achieving sustainable practices in strategic planning and decision-making. The findings will help fill knowledge gaps and serve as a guide for researchers and practitioners in Nigeria
Keywords:
marketing research, sustainable practices, SMEs, Nigeria
📑 How to Cite This Article
APA 7th Edition:
Associate Professor Udegbe Scholastica Ebarefimia, PhD., , Olufemi Aina AJOSE. PhD., Tijani Usman Moyosore (2024). THE ROLE OF MARKETING RESEARCH IN ACHIEVING SUSTAINABLE PRACTICES: A CASE STUDY OF SMES IN NIGERIA. Innovative Journal of Research in Marketing and Customer Success, 4(2), 1-7. https://doi.org/
Associate Professor Udegbe Scholastica Ebarefimia, PhD., , Olufemi Aina AJOSE. PhD., Tijani Usman Moyosore (2024). THE ROLE OF MARKETING RESEARCH IN ACHIEVING SUSTAINABLE PRACTICES: A CASE STUDY OF SMES IN NIGERIA. Innovative Journal of Research in Marketing and Customer Success, 4(2), 1-7. https://doi.org/
Vancouver Style:
Associate Professor Udegbe Scholastica Ebarefimia, PhD., , Olufemi Aina AJOSE. PhD., Tijani Usman Moyosore. THE ROLE OF MARKETING RESEARCH IN ACHIEVING SUSTAINABLE PRACTICES: A CASE STUDY OF SMES IN NIGERIA. Innov. J. Res. Mark. Cust. Success. 2024;4(2):1-7. DOI:
Associate Professor Udegbe Scholastica Ebarefimia, PhD., , Olufemi Aina AJOSE. PhD., Tijani Usman Moyosore. THE ROLE OF MARKETING RESEARCH IN ACHIEVING SUSTAINABLE PRACTICES: A CASE STUDY OF SMES IN NIGERIA. Innov. J. Res. Mark. Cust. Success. 2024;4(2):1-7. DOI:
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