Joseph F. Aiyeku

Corporate Marketing Objectives and Evaluation Measures for Integrated Television Advertising and Sports Event Sponsorships

To determine how integrated TV advertising and event sponsorship should be evaluated, a theoretical framework derived from global exploratory research of academic literature and consulting reports of more than 50 authors was validated by 16 experts. To investigate how evaluation was managed in practice, 12 campaigns which had sponsored a televised event and placed advertisements during the broadcast of this event were analyzed via case studies. The investigated competitions included the Wimbledon Tennis Tournament in London and the Olympic Games in Sydney. The examined brands comprised automotive, financial services, retail chain, office equipment, and consumer goods. The study identified the key techniques that lead to increased corporate sales—four objectives and necessary performance measures, which could be useful to all executives promoting brands through televised sport.

The Marketing Challenge of Multiculturalism: An Exploratory Study

This paper examines the diverse cultural composition in Europe and how it poses great potential and challenge for marketers in the region. Multicultural Marketing practice in Europe is still at a very early stage and the diverse ethnic markets are at the present largely untapped. Using United Kingdom as a case, the paper provides some guidelines for marketers targeting ethnic minorities in Europe.

Dynamics of marketing in African nations

Preface Introduction: Marketing Dynamics in Africa--Process, Relationships, and Context by Joseph Aiyeku and Sonny Nwankwo Marketing in Africa: An Electic Perspective by Franklyn A. Manu and Ven Skiram Marketing in Africa and Marketing of Africa: The Challenge of Environmentalism and Sustainability by Maxwell A. Ayamba, Colin Beard, and Ian D. Rotherham Impact of Macroeconomic Reforms on Marketing Boards in Sub-Saharan Africa by Sonny Nwankwo, Joesph Aiyeku, and Franses Ekulugo A Framework of the Interaction Between the Nation Marketing and the Development Process: The Case of the County of Morocco by A. Ben Oumlil Marketing and Nigerias Economic Development by Julius O. Onah Internet Marketing in Africa: Problems and Prospects by Frances Ekwulugo The Impact of the Internet, As a Marketing Medium, on Traditional Mass Media in South Africa by Debbie Vigar Service Marketing in the Public Sectors in South Africa by J.W. de Jager and Mrs. M. Hill Formal and Informal Retail Sectors in Africa: Evolutionary or Competing Paradigms? by Robert Rugimbana and Bill Merrilees Marketing to Southern Africa: The Implications for a Financial Service Company by Lsobel Doole Robin Lowe and Liv Kirby The Military Factor in Marketing Management in Sub-Sahara Africa by Darlington C. Richards The Impact of Culture on Marketing Management Functions Africa: The Relevant of Hofstedes Typology and Cross Cultural Management Training by Abel Adekola Improving Trade Flows Among African Nations: Lessons from the West African Sub-Region by Augustine M. Nwabuzor and Okechukwu D. Anyamele The African Incorporated: Normalizing the Absurdities in Africas Export Marketing Practices by Nnamdi Madichie and Kevin Iyk N. Ibeh The Marketing Communication Process: Conceptual Models and Application to the Investment Promotion Programs of the Ghana Free Zones Board by Seth N. Buatsi Segmentation Strategies for Banks in Ghana by Nana Owusu-Frimpong Tourism Marketing: Marketing of the Zambian Tourism Product by Peter U.C. Dieke Transition Towards a Marketing Oriented Culture in the Tranzianian Banking Sector: A Historical Perspective by Daudi R.V.B. Lwiza and Sonny Nwankwo Export Entrepreneurship Among Environmentally Challenged Sub-Sahara African Firms by Kevin I,N, Ibeh Index

Impact of Liberalization Policy on marketing Activities in Emerging Economies: A case of Nigerian Distributive Trade Sector

This study presents the results of an investigation on the effects of liberalization of trade channels on marketing activities in Nigeria. The study is an ongoing survey of the distributive trade sector of the Nigerian economy, a country characterized as the largest economy in the Sub-Sahara Africa. The study was conducted in two commercial cities in Nigeria. The purpose is to evaluate the role of marketing in the development process in Nigeria, and also to examine the future role of marketing in developing countries, especially sub-Sahara countries, as they enter the 21st century search for solutions to their economic problems.

Implications of Public Policy on Marketing Activities in Sub-Sahara African Region

This study attempts to evaluate the role of marketing in the development process of LDCs, especially the Sub Sahara African Region. Using Nigeria, the largest economy in the region as an example, the study examines how government policy affects marketing activities and efficiency in the region.

Supplier Selection In Business-to-Business Markets: Scope For Applying Artificial Intelligence Systems

This paper presents the result of a study into how organizations choose their supply partners and the extent to which they apply information technology-based systems to co-ordinate and harness potentially diverse sources of knowledge within the organization in carrying out this task. The results revealed that managers have abysmally low awareness of expert systems’ capabilities to revolutionize supply partner selection process and alter the dynamics of competitive advantage. This is worrying because many businesses are becoming vulnerable to growing strategic information-related actions and sophisticated competitive intelligence network of their competitors.

Marketing in Transitionary Economics: A Focus on Sub-Sahara Africa

This paper identifies the major factors which are likely to constrain the implementation of marketing (and consequently, marketing effectiveness) in transitionaiy economies. It does this through a case-study approach focusing on Sub-Sahara Africa. Weak institutional framework encompassing inefficient economic infrastructures, large size of the public sector, absence of marketing institutions, wider socio-cultural actors account for the sub optimal development of marketing in this region. The paper provides guidelines for effective marketing in Sub-Saharan African economies which are at the threshold of (or already) introducing market-responsive systems.

Strategy for Integrating Diversity into Business Curriculum

The importance of teaching and integrating diversity into business curriculum has increased in recent years. In spite of this however, many institutions are still confused as to how much of diversity and multiculturalism should be incorporated into their curriculum. This paper presents the result of a survey from 200 Universities across the United States.

Free Trade in a Dynamic Global Environment: The Construct, the Evidence, and Trade Policy Implications

Major industries have requested and received increased trade protection in the form of voluntary export restraints, environment of the global marketplace. Such protectionist tendencies have partly arisen because of the perception that liberalized trade leads to domestic unemployment. This paper presents the theoretical and practical aspects surrounding free trade. Despite some theoretical exceptions to arguments for free trade, the evidence suggests that free trade has worked best in practice.