Strategic marketing planning for radio stations in Lesotho
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Date
07-Nov
Authors
Maliehe, Makhakhe
Journal Title
Journal ISSN
Volume Title
Publisher
University of the Free State
Abstract
This research study advocates that radio stations in Lesotho should make full use of the benefits offered by marketing both as a philosophy and a business function. The research study also recommends that the radio stations in Lesotho use the strategic marketing planning steps and approach that have been prescribed throughout this project, that is, the development of a mission statement, corporate objectives, situation analysis, competitor analysis, and marketing objectives.
Description
Thesis (Ph.D.(Business Management))--University of the Free State, 2007
Keywords
Radio broadcasting -- Lesotho -- Marketing, Radio broadcasting -- Lesotho -- Management, Marketing -- Planning