| dc.description.abstract | The study sets out to analyse and investigate the important factors in media
use and strategy by small scale business enterprises. The study focuses on
small business enterprises operating within the Nairobi Central Business
District.
The study critically examines the concept of media use and strategy. It lays
emphasis on the classification of media The main players in media use, the
factors important in media use and strategy and the challenges in media
strategy decisions.
The study concludes that media strategy is an integral part of the success of
small scale business enterprises. Small.business managers should take into
consideration the cost of media the target audience, consumer purchase
behavior, Impact of media and sales potential as critical factors in media
use and strategy. The study finally recommends that training, research,
financial support, and strategic focus are critical ingredients for the success
of small business enterprises. | en |
