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Women in Marketing: Their Characteristics, Motivations, Challenges and Policy Implications

Author

Listed:
  • Ibok Nkanikpo Ibok

    (Department of Marketing, University of Uyo, Uyo, Akwa Ibom State, Nigeria)

  • Etuk Samuel George

    (Department of Marketing, University of Uyo, Uyo, Akwa Ibom State, Nigeria)

Abstract

Women constitute an important workforce in every society all over the world and contributions of women in every profession should be revisited with empirical facts. This study examines women in marketing; their characteristics, motivations and challenges using a survey method. With a sample of 60 respondents drawn across ten banks in Akwa Ibom State, the study reveals that characteristics, motivations and challenges of women has specific implications for national economic growth and marketing profession. Realizing overall empowerment of women in marketing and in the state, we recommend some policy guidelines as a way forward for utilization of women potentials.

Suggested Citation

  • Ibok Nkanikpo Ibok & Etuk Samuel George, 2015. "Women in Marketing: Their Characteristics, Motivations, Challenges and Policy Implications," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 1(8), pages 7-13, July.
    • Handle: RePEc:mgs:ijmsba:v:1:y:2015:i:8:p:7-13
    DOI: 10.18775/ijmsba.1849-5664-5419.2014.18.1001
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    Cited by:

    1. Uwaoma Ironkwe & Ordu Promise A., 2015. "An Analysis of International Financial Reporting Standards (IFRS) Issues Concerning Some Elements of Accounting in Oil and Gas Industries in Nigeria," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 1(9), pages 14-32, August.

    More about this item

    Keywords

    Women; Marketing; Motivations; Characteristics; Challenges;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

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