ARCHIVES
VOL. 9, ISSUE 4 (2023)
Is a marketing department losing its relevance in companies? Evidence from Zambia
Authors
Patrick Lunda
Abstract
The aim is to examine the validity of the
relevance of a marketing department in Zambian companies and to determine
practical solutions to the challenges facing the regulatory professional
marketing body. In order to gather and store the data from the participants,
the author used a semi structured questionnaire that was administered to participants.
The author used the Cochran sampling formula to determine the sample size for
this research. The results indicated that 5 (55.6%) of the companies they
belonged to respectively have a small to medium sized department, which is
evidence enough that a marketing department is still relevant in Zambia. In
another scenario 79% of participants indicated that the future of the marketing
profession is so bright. In the Zambian set up not all hope is lost. Since not
much research has been done in Zambia on this or similar topic it was prudent
to do a more specific research in Zambia and compare notes with what is
prevailing in other countries. The Zambia Institute of Marketing that regulates
the practice of marketing in Zambia and scholars who were at the verge of
abandoning the marketing career will now have something to learn from thereby
reigniting their hope and enthusiasm to carry on in their marketing career.
Download
Pages:50-56
How to cite this article:
Patrick Lunda "Is a marketing department losing its relevance in companies? Evidence from Zambia". International Journal of Commerce and Management Research, Vol 9, Issue 4, 2023, Pages 50-56
Download Author Certificate
Please enter the email address corresponding to this article submission to download your certificate.