An Evaluation of the Practice of Societal Marketing in Selected Indigenous Manufacturing Companies in Enugu State

📄 Project Abstract

'I'hc sccnario of business environment is never static, and any company that wisl!es to survive within the society must always plan against thc dynamic nature of the society, because nature and the environn~ent 01- the society work hands in glove. This implies that manuSactuse~-s should at thc same time they are thinking about the product or service to offer to consumers in order to satisfy them, so as to win their patronage, and at the same time make profit, they sl~ouldc clually think about the humanistic aspect oC marketing of the .- - consumers' preSercnces. l'his implies thinlting about the consumers' welfare and at the same time about the welfare of the communities or society in which they do their business(es); ie thinking in the line of societal marketing. 1t is against this background that this study tries to malie critical evaluations of' the place of, the necessity for, and contributions OS societal marketing concepts to indigenous manul'acturi~lgc ompanies. Hence, the s t ~...