Department of Business Administration

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Browsing Department of Business Administration by Author "Adeleye, A. S."

Now showing 1 - 3 of 3
  • Item
    Open Access
    The Marketing Mix: Perspectives, Operational Uses and Management
    (Department of Business Administration University of Lagos, 1998) Adeleye, A. S.
    The concept of marketing mix has arguably attracted more divergent views from authors in marketing literature than any other marketing concepts. The degree of diversity of perspectives adopted by several authors on the concept of marketing mix has almost assumed an equal dimension vis-a-vis the plethora of definitions of marketing in the marketing literature. Attempts will therefore be made in this paper to briefly examine the original contributions to knowledge as regards the study of marketing mix. Furthermore, the paper will also attempt to identify the gaps in the existing body of knowledge on marketing mix in pursuance of the operational uses of marketing mix to business organisations. In addition, the actual management of marketing mix shall be taken into cognisance in this regard.
  • Item
    Open Access
    Marketing: Principles & Practice (Second Edition)
    (Pumark, 2017) Adeleye, A. S.
  • Item
    Restricted
    The Role of Pricing Decisions In Implementing Marketing Strategies
    (Faculty of Business Administration University of Lagos, 2002-01) Adeleye, A. S.
    This paper is aimed, among others at contributing to the frontiers of knowledge, precisely, to the development of marketing education in Nigeria. Added to this, is the aim of improving the level of understanding of marketing by marketing students and practitioners in Nigeria. The paper reviewed relevant literature and organised the knowledge obtained from different studies. To this end, the article attempted to examine the process of pricing a product comprising five steps namely, pricing objectives, pricing determinant, pricing methods, evaluating consumer response to price, and controlling pricing strategy. The strategic implications of each of the aforementioned steps in the product pricing process were also dealt with in the paper. The paper is concluded by asserting that the role playable by pricing in implementing marketing strategy will depend on the ability of the firm to establish pricing objectives, identify pricing determinants, design pricing methods, evaluate consumer responses to price and control pricing strategy.