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Competitive marketing strategies: tools for enhancing value in the dynamic world of business


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  1. Authors:
      • Ph. D. Kehinde Oladele Joseph, Afiliation: Covenant University, Ota, Nigeria
      • Ph. D. Ikioda Inaboya Emmanuel, Afiliation: Covenant University, Ota, Nigeria

      • 50|63

  2. Keywords: competition, marketing, strategies, enhancing, value, business

  3. Abstract:
    Developing solid competitive marketing strategies in order to contribute towards long-term sustainable success, has become imperative today for every success driven organization. The paper examines a number of Competitive Strategies, whitch have become strong tools for enhancing value in the Nigerian Telecommunication industry.The objectives of the paper among others are to (i)Examine whether there  is any relationship between the use ao competitive marketing strategies and business success and(ii) Find out whether the various competitive marketing strategies used by Nigerian telecommunication firms have effects on rival companies, among others.The paper uses survey method with two hypotheses stated in the null form, with structured questionnaire,which were,distributed among the sampled respondents who are  secondary school teachers in Lagos, Ogun, and Oyo states of Nigeria.Results were analyzed with the aid of correlation test statistics. Findings show that there is significant positive relationship between the use of competitive Marketing Strategies and Business Success.Finding also reveals that the various  Competitive Strategies used by players have effects on other competitors. The paper  makes various policy recommendations,which operators in the Nigerian Telecomunication Industry will find useful, if faithfully implemented. These include the need for firms to constantly engage in research to meet the changing needs of their esteemed Customers. Companies must identify where they could have competitive advantage over their Competitors and that Companies must render quality Service and try to constantly improve their offers in the face of  changing market Dynamics, amongst others.

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