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Material Information
- Title:
- An exploratory study of the marketing communication and promotion practices of business organizations in the United States Virgin Islands
- Series Title:
- UVI Theses
- Creator:
- Gumbs, Janelle
- Place of Publication:
- St. Thomas, V. I.
- Publisher:
- University of the Virgin Islands
- Publication Date:
- 2015
- Language:
- English
- Physical Description:
- 107 leaves, 8 unnumbered pages : charts ; 29 cm
Notes
- Abstract:
- "Although according to the prescriptive literature, marketing communication and promotion practices of organizations can influence business performance; little or no empirical research has been done to investigate the marketing communication and promotion practices of business organizations in U.S. Virgin Islands. This exploratory study utilized a survey instrument to determine the marketing communication and promotion practices of 100 businesses in St. Croix, U.S. Virgin Islands. The general finding of this study is that there are significant differences in the marketing communication and promotion practices of organizations with a high level of performance as compared to those with a low level of performance. The findings of this study also showed that organizations with a high level of performance set promotion objectives, develop promotion strategies, and utilize a better budgetting method to a greater extent than organizations with a low level of performance. A discriminant analysis was also used to identify variables which contribute most to the discrimination between organizations with a high level of performance as compared to those with a low level of performance."
- General Note:
- "Business 600 Thesis. Supervisor: Dr. Gabriel Ogunmokun. May 2015"
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