LEVERAGING ENTREPRENEURIAL MARKETING PRACTICES FOR INSTITUTIONAL PERFORMANCE OF STATE-OWNED TERTIARY INSTITUTIONS IN RIVERS STATE
Abstract
This paper aimed at creating a marketing and entrepreneurship interface whereby innovativeness, risk taking and proactivity would be expressed fully in marketing thereby establishing a paradigm shift in the conventional thought of these two disciplines into a more evolving and effective conjoint concept named entrepreneurial marketing. A survey was carried out among top management staff of the state-owned tertiary institutions in Rivers state using semi-structured interview. Nvivo Pro was used to analyze data generated from both face-to-face interview and monkey survey conducted online. The outcome of the interview data and word cloud of related response revealed highly significant adoption of entrepreneurial marketing, with innovativeness gaining the highest significance; an indication that innovation is the hallmark of success in most topnotch institutions in Rivers State. This study therefore recommended the rapid adoption of entrepreneurial marketing strategies in tertiary institutions in Rivers State with emphasis on innovativeness as this is key to institutional performance in higher education.
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Published in BUSINESS AND FINANCE JOURNAL
ISSN: 988-47876
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