PROBLEMS AND PROSPECTS OF MARKETING CONSULTANCY SERVICES IN NIGERIA: A CASE STUDY OF AHMADU BELLO UNIVERSITY CONSULTANCY SERVICES, ZARIA

PROBLEMS AND PROSPECTS OF MARKETING CONSULTANCY SERVICES IN NIGERIA: A CASE STUDY OF AHMADU BELLO UNIVERSITY CONSULTANCY SERVICES, ZARIA

Abstract

This research study intends looking into the various problems and prospects of marketing faced by consultancy service firms in Nigeria using Ahmadu Bello University Consultancy Services (ABUCONS) as a case study. Marketing aspect of consultancy services is the focus because marketing thinking and practice is seen to be gradually moving into the service industries. Another reason is because marketing in professional service firms helps the firms in meeting unprecedented challenges they might face. In carrying out this study, written texts were consulted in order to have an overview of various authors-view points on marketing of professional service firms. Also, the consultants at ABUCONS were asked various questions in order to identify the specific marketing problems they encounter. It is interesting to note that most of the problems they identified are very much intune to what the various texts enumerated as problems militating against marketing in consultancy service firms.

TABLE OF CONTENT

Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi

CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10

CHAPTER TWO

LITERATURE REVIEW – – – – – – -11

CHAPTER THREE

Research methodology – – – – – – -39
Design of study – – – – – – – -40

CHAPTER FOUR

Presentation, analysis and interpretation of data – -48

CHAPTER FIVE

Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69

PROBLEMS AND PROSPECTS OF MARKETING CONSULTANCY SERVICES IN NIGERIA: A CASE STUDY OF AHMADU BELLO UNIVERSITY CONSULTANCY SERVICES, ZARIA