Dissertation on “organisation of marketing promotion in the wholesaling industry in Ghana”

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The central focus of this Book is on the problems, failures, achievements and promotion of the Wholesaling Industry in Ghana, as they seek to develop effective marketing programs It was discerned from various sources of information like the “ministry of Trade”, that the Wholesaling Industry in Ghana is attributed with some problems and therefore its performance does not match with the expected. Therefore these major objectives were considered: 1.To investigate the problems associated with the promotion of goods in the wholesale industry. 2. To investigate strategies to promote goods in the wholesale industry 3. To investigate the different approaches of credit facilities in the wholesale industry; Among the problems, the chapter two of this book expatiates on the salient ones. Also through a combination of text and case material, readers are introduced to the substance and challenge of marketing Management concepts, theory and empirical data that relate to the accompanying cases. The history as well as the role of the Wholesaling Industry in Ghana has been emphasized in the chapter one of this study. Go far beside the Frank Al Company Limited considered as a basis of the case study, seven, well established Firms and fifty individuals were questioned for relevant data. However because of the need for anonymity in the presentation of Confidential Information, letters were used in representation. The marketing strategy is the pivotal virtue, perused for an analytical and recommendation purpose, with regards to the theme of this book, (Organisation of Marketing Promotion in the Wholesaling Industry) Although the problems, mentioned differ outwardly, Technically, they all emanate from the marketing Strategy which entails, the Market Target and the Market mix (Product, Price, Distribution, and Promotion). Therefore anything geared towards marketing promotion cannot be done without the elements of marketing strategy.
A thesis submitted to the Board of Postgraduate Studies, Kwame Nkrumah University of Science and Technology, Kumasi, in partial fulfilment of the requirement for the award of the Postgraduate Diploma in Industrial Management, 1992