ELECTRONIC MARKETING AND BUSINESS PERFORMANCE IN SELECTED RETAIL OUTLETS IN PORT HARCOURT

ABSTRACT

This work examines the electronic marketing and business performance in selected retail outlets in Port Harcourt.

The purpose of the study is to examine the relationship between electronic marketing and business performance in selected retail outlets. To achieve this purpose, survey method was used for the collection of data for the research design and to questionnaire were administered in which   60 were retrieved which form the basis for the analysis.

Findings show that there is a significant relationship between electronic marketing and which increase marketing share.

Base on the findings, it is concluded that electronic marketing system has a considerable effect on marketing performance. I therefore recommend that retail outlets should regularly and carefully analyze their marketing performance based on appropriate indices of measurement.

Declaration ﾿   i

Certification ﾿   ii

Dedication ﾿   iii

Acknowledgement ﾿   iv

Abstract ﾿   v

TABLE OF CONTENTS

1.1 ﾿ Overview……………………………………………………….......1-3

1.2 ﾿ Statement of the problem…………………………………………..3-4

1.3 ﾿ Research question………………………………………………….4-5

1.4 ﾿ Research hypotheses ……………………………………………....5

1.5 ﾿ Scope of the study………………………………………………….5-6

1.6 ﾿ Limitation of the study……………………………………………..6

1.7 ﾿ Significant of the study…………………………………………….6-7

1.8 ﾿ Definition of terms ………………………………………………...7-8

Reference…………………………………………………………………9

Chapter two

2.0     Introduction………………………………………………………..10

2.1     History and development of electronic marketing…………….…..10-13

2.2     How internet Aids small business………………………………....13-14

2.3     Leveraging of potential of online marketing………………………14-17

2.4     Marketing performance technique………………………………....17-18

Reference…………………………………………………………………19

Chapter three  

3.0    Introduction…………………………………………………………20

3.1    Research design……………………………………………………..20

3.2   Sample Determination……………………………………………….20

3.3   Method of data collection……………………………………………20-22

3.4   Operational measures of the variables……………………………….22

3.5   Data analysis technique……………………………………………...23

Chapter Four

4.0   Introduction:………………………………………………………….24 ﾿

4.1 Data Analysis:…………………………………………………….........24-35 ﾿

Chapter Five 

Summary Conclusion and Recommendation 

5.0   Summary of findings…………………………………………………..35-37

5.1   Conclusion…………………………………………………………….37

5.2   Recommendation…………………………………………………........37-38

5.3  Bibliography……………………………………………………………39

       Appendix