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Micro credit marketing strategies in the post war marketing context

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dc.contributor.author Shivany, S.
dc.contributor.author Velnampy, T.
dc.contributor.author Kajendra, K.
dc.date.accessioned 2021-03-16T10:06:10Z
dc.date.accessioned 2022-07-07T05:15:03Z
dc.date.available 2021-03-16T10:06:10Z
dc.date.available 2022-07-07T05:15:03Z
dc.date.issued 2014
dc.identifier.uri http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/1961
dc.description.abstract Absence of research on micro credit marketing strategies which significantly contributing factor to strategic marketing, and micro credit marketing in the financial and nonprofit organizations domain, and the extant research on marketing strategies lacks in theory based frameworks that explicate what marketing strategies are appropriate for micro credit marketing in the post war marketing context. Present study explored marketing strategies for micro credit in the unique context. Using grounded theory approach, data were collected from 08 focus group discussions, and in depth interviews with different micro credit marketing organizations. This study compared the profit oriented micro credit organizations and nonprofit organizations. NVivo (version 09) software was used to manage the focus group data. Transcripts were reviewed as the data collection to identify emerging ideas and specific themes, which guided subsequent data collection efforts. To code the data, open coding and axial coding schemes were used. market orientation, ethical marketing, post war development as differentiation, Customer service in good relation, Participation in group-lending have been identified as the marketing strategies which have been adopted by the profit and nonprofit orientated organizations in the post conflict marketing context. en_US
dc.language.iso en en_US
dc.publisher university of Jaffna en_US
dc.subject Micro credit marketing en_US
dc.subject Marketing strategies en_US
dc.subject Postwar context en_US
dc.subject Grounded theory en_US
dc.title Micro credit marketing strategies in the post war marketing context en_US
dc.type Article en_US


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