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2023
DOI: 10.51867/ajernet4.1.17
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Interactive Communication and Marketing Performance of Micro and Small Enterprises within Nyanza Region, Kenya

Abstract: To address the ever-changing needs of the clients, MSEs have to potentiate their one-to-one interaction with their customers as a cornerstone for their marketing performance. This is because interactive marketing courtesy of interactive communication makes a real effort to reach customers and understand their needs and preferences leading to high levels of marketing performance. However, the use of collaborative technologies for interactive communication amongst MSEs in Kenya remains a challenge. Therefore, th… Show more

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