African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 145

Table of Content: August 2010; 2(5)

August 2010

Market orientation and new product performance: The mediating role of product advantage

This study examines the relationship between market orientation and new product performance in Malaysian property industry. The study also investigates whether the mediating factor of product advantage strengthens the relationship between market orientation and new product performance. 88 new products from 22 property companies (14.87%) out of 148 companies in Sabah Malaysia participated in the study. The findings show...

Author(s): Azaze-Azizi Abdul Adis and Evelyn Jublee

August 2010

Content analysis of selected television commercials to children in Lagos State Nigeria

Advertising normally provides information to consumers about product or service, basically to assist consumers make decisions whether or not to buy the product or service. It is sometimes directed to children who are vulnerable to this commercial message and cannot effectively grasp the meaning because it may be biased and does not give true picture of the product or service. Therefore, it become necessary to understand...

Author(s): R. A. Gbadeyan