Impact of the New Marketing Landscape on Ethiopian Firms
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Date
2007-07
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Publisher
A.A.U
Abstract
This study basically deals with the impact of the new marketing
Landscape on local firms. The new marketing arketing landscape comprises: the
new digital age, rapid globalization, the call for more ethics and social
responspon sibililty, and the growth in not- for profit marketing.
The researcher is mainly initiated towards this topic, because he has
witnessed most of the local firms being affected by the new developments
in the global and local market places.
The research is conducted by using the descriptive method of research.
Both primary and secondary data are used in gathering information for
The study. The primary data is mainly collected from the managers of
selected firm s and sample customers. The secondary data is collected
from the documents and publications o f various governmental and non
governmental agencies . The data were analyzed by the use of some
statistical tools.
From the data analysis and interpretation it was extracted t h at the
impact of there a paid g globalization o n local firms is high; on the other hand
the local firms are not responding well to pressure coming from the new
digital age. On the other hand the impact of the call for more ethics and
social responsibility is limited.
Based on the above findings the researcher has forwarded some useful
recommendations .
Description
Keywords
Impact, Marketing, Ethiopian