Sonny Nwankwo

Developing a customer orientation

Customer orientation is a fine ideal. Making it a reality is difficult for many organizations. Provides a framework to guide management through the process of building a customer‐driven philosophy. It is hoped that by means of such a framework it will be possible to evaluate an organization′s customer orientation profile, and to provide the basis for a comparison of interorganizational approaches.

Marketing to Ethnic Minorities in Britain

The ethnic minority population in Britain is sizeable and represents a viable and untapped market segment. In today’s fragmented and increasingly turbulent markets, ethnic marketing offers a new strategic focus for product/market development and, in many respects, companies which ignore this do so at their own competitive peril. Companies wishing to do business with ethnic minority groups will fundamentally have to review the basic premisses of their marketing plans to take account of the growing market pluralism and the multi‐ethnic reality of modern Britain. Accordingly, this paper provides a literature over‐view of the crucial issues which are likely to become the important determinants of success in developing ethnic marketing programmes. It is hoped that this paper will stimulate thought towards detailed examination of good practices, critical success factors and associated principles which might help to improve marketing practices aimed at the ethnic minority population.

Understanding the Causes of Business Failure Crises

Addresses the issue of business failure. Identifies different types of business failure and provides a framework for further research into this aspect of strategic management. Draws from the management literature to describe the causes and processes of each of the failure contexts covered and provides case illustrations to contextualize them.

Measuring and Achieving Quality Customer Service in the Public Sector

Advocates a value‐based approach to achieving and managing customer service. Sees quality as being on a low‐profile path in public sector organizations. Describes four stages – ideation, design, delivery and maintenance – by which a turnaround to a high‐profile path can be achieved.

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.

The UK’s privatized utilities experience: why the regulators are under attack

As demand mounts for a review of the UK’s privatized utilities regulatory system, focuses on an increasing public phenomenon ‐ that of conflict between regulators and regulatees. Identifies the factors contributing to the difficulties which the regulators face in carrying out their roles. Utilizes the benefit of hindsight to reach conclusions as to why the current attacks on the roles of the regulators are natural outcomes, flowing from the ways in which regulatory systems have been designed.

MARKETING TRAINING NEEDS: ARE TECs MAKING THE CONNECTION?

The introduction of Training and Enterprise Councils (TECs) represents a unique opportunity to promote the “skills revolution” initiative of the CBI (in partnership with the Government) and the broader service framework for small business organizations. Describes some preliminary research which seeks to provide an indication of the cumulative effect of national and local TEC marketing initiatives on small business firms in the Sheffield area. Takes an early look at the issue around the question of TECs′ success. Findings indicate that, although general awareness about TECs is low among small business organizations, those who have used a TEC service have experienced satisfactory and quality service encounters. However, TEC marketing campaigns have been less than totally effective, to date, and more attention needs to be paid to the issues of target market‐related needs, attitudes, and promotional strategies.

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.

Marketing in Diversity: An Ethnography of two Cultures

This paper provides an overview of the evolution of marketing in Nigeria It lays the foundation for a two culture comparison (Nigeria and the UK) with the aim of working out a framework for assessing the problems and prospects of marketing within the Nigerian multicultural context