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This paper, on a pilot scale, examines the effect of innovative marketing strategies on small business survival. Survey research design was adopted and Census sampling technique was used by selecting all SMEs operators without the exception of any, using a sample of 106 registered small businesses in Ijebu-Ode, Ogun State, Nigeria. Ordinary least square regression technique was used and a total of 62 questionnaires were retrieved and considered usable for analysis which represents 59% of the total questionnaire distributed. Results showed that customer focus, market focus and integrated marketing, in that order of potency, have positive and significant effects on survival of small business in Ijebu-Ode, Ogun State, Nigeria. This is in support of innovation theory. The study recommend that small business should emphasis more on the dimensions of innovative marketing strategies in order to achieve and sustain their survival in the marketing environment. [ABSTRACT FROM AUTHOR]

Previous studies have established that Africa has been largely silent on the theoretical and practical conversation on integrated marketing communication (IMC) and its deployment in various industries. As a matter of fact, such studies have noted that this silence is especially noticeable in research on IMC and the banking industry. This study sought to bridge this gap by examining the deployment of IMC tools by four banks in reaching their customers, providing information and ensuring that customers have a positive perception and attitude to the banks and their products and services. Findings of the study show that these banks use IMC media and tools to communicate with their customers, and this deployment is positively influencing how customers see and engage with their banks. The positive correlation between IMC media and tools and customers' perception and attitude to the four banks has extended the conversation on the usefulness and currency of IMC in the banking industry in Nigeria. [ABSTRACT FROM AUTHOR]

The study examined the perception and practice of Integrated Marketing Communication of selected marketing communication companies in Nigeria that implement IMC campaigns on behalf of their clients. Using an In Depth Interview design, the study elicited responses from Creative Directors of selected marketing communication agencies on their perception of implementing IMC on behalf of their clients. The study sought to know the level or stage of IMC the agencies implemented for their clients, the benefits that accrued to clients from such campaigns, the barriers faced, effectiveness and measurement of IMC result.The study employed in-depth interview research design to answer the research questions drawn for the study. A combination of purposive and systematic random sampling methods was adopted for the study. Three key findings emanated from the study. One, the study ascertained that the selected Nigerian marketing communication agencies practice IMC at the tactical level coordinating one marketing message across platforms. Two, the study also found that the agencies perceive the integrated approach to marketing communication as being effective offering their clients the opportunity to meet consumers at different touch points. Three, the study established the absence of common metrics to measure the result of the IMC campaigns. Two key recommendations were made flowing from the findings. First, there is need to validate the level of IMC practice by Nigerian marketing communication agencies on a larger scale using the quantitative method to determine if the level of IMC practice on the Nigerian marketing communication landscape is at the tactical level. Second, it is recommended that researches should focus on finding common metrics of measuring the effectiveness of IMC campaigns. [ABSTRACT FROM AUTHOR]

Abstract: An ongoing crisis of confidence in the banking and financial industry in Nigeria''s emerging economy calls for using integrated marketing communications (IMC) in optimizing five potentially normative actions as a beachhead in procuring corporate benefits from three variables that predict significantly customers’ favorable impressions of business: satisfaction, trust, relationship commitment. The actions: (a) personalize the stakeholder experience, (b) integrate ethics into the workplace and into corporate communications, (c) participate in training sessions in applied ethics, (d) use brandstanding expansively and integratively, and (e) conduct rigorous outcomes assessment and disseminate its results promptly to stakeholders. [Copyright &y& Elsevier]