The role of marketing communications in the promotion of non- traditional export products in Ghana: a case of handicrafts in the Ashanti Region.

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The purpose of this thesis is to gain a deeper understanding into the role marketing communications plays in the promotion of Non-Traditional Exports products with specific reference to Kente as a handicraft product. To reach this purpose the researcher had spent quality time to study what the broad theme marketing communications is, the different marketing communications tools ( such as personal selling, advertising, sales promotion, direct marketing, public relations, sponsorship, exhibitions, packaging, point-of sale and merchandising, the internet, word of mouth and corporate identity), objectives of promoting Kente products and finally investigated on the specific Kente products promoted by marketers in Ghana. The findings of this study have revealed that advertising, sales promotions, personal selling, exhibitions and trade shows and word of mouth are used t extensively by marketers to promote Kente products whereas corporate identity, public relations or publicity, visual merchandising, point-of-purchase are used in a minor extent. Marketing Communications tools such as direct marketing, the internet and packaging are not used at all by the marketers. Also, the Kente cloth has been found out to be the specific handicraft product promoted highly by marketers. Lastly, marketers promote Kente products because it is a preserve of royalty and legacy.
A Thesis submitted to the Department of Marketing and Corporate Strategies, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirements for the degree of Master of Business Administration (MBA), 2008