VOLUME 7, ISSUE 11

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VOLUME 7, ISSUE 11

Impacts of Marketing Strategies on Entrepreneurial Development in the Gambia
Author’s Details: (1)Abdoulie Sohna-Master in Business adminstration) Jiangsu University (2)Prof Siba Borah  Jiangsu university) (3)Prof Jiang Xinying, Jiangsu university
Abstract
This paper investigates the impact of Marketing Strategies on entrepreneurial prosperity in the Gambia. This study also intends to find out the magnitude to which promotional mix influences sales growth. A cross sectional research method was designed and adopted by utilizing an understandable questionnaire which was intensively distributed to targeted business enterprises in the Gambia especially in the Greater Banjul vicinity were the majority  of business operations take place. The data collected were critically  analysis , which resulted in the finding that  marketing strategy such as promotional mix has an imperative effect on increasing sales performance of any enterprise indeed. This strategy is also regarded as a  means of (DDC) direct distribution channel which entailed a positive impact on the gross profitability of business enterprises.The findings indicated provided recommendations that business should have better comprehension about the  needs of their customers and how those needs will be satisfied for total customer satisfaction and to this get done a niche has to be created for easy selling of products for business enterprises. The finding further reveals that entrepreneurs should embark on  aggressive marketing promotions by using technology such as  internet, newspapers,radio, TV, billboards, and these are means to reach the destination of  customers in their  marketplace.The paper indicates clearly that the vitality of Marketing Strategy to business enterprises, as agreed that marketing strategy does have impacts on entrepreneurial prosperity
Keywords: Marketing, Strategy, Entrepreneurial, Promotion, and Development.

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