Marketing Communications: A Viable Strategy for Marketing Development in Nigeria.

Marketing Communications

Abstract

Marketing communication is the measure, technique and method through which information about goods, services or ideas 
of an organization reaches its users. The era of mass communication and emerging mobile technologies has obviously 
challenged marketers and organizations to build adequate marketing communication strategies that enhances consumers’ 
patronage of their goods, services or ideas and as well beat their competitors. In order to be able to marshal the pertinent 
variables and effect of marketing communication strategies in Nigeria, this paper is divided into seven sections: abstract, 
introduction, conceptual framework, discourse on major communication tools, analyzing marketing tools in Nigeria, with 
conclusion and recommendations. The paper uses the social diffusion theory, while it stresses that marketing communication 
should be more customer-oriented and be subjected to more effective ethical standards