Browsing Theses and Dissertations by Author "Saronge, Florence"
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Marketing strategies used by manufacturers of Fast Moving Consumer Goods (FMCGs) in Kenya
Saronge, Florence (Business Administration, 2004)The FMCG manufacturers are faced with intensified competition, consumers who are more value conscious and less brand loyal, dwindling product life cycles and increasingly powerful retailers; this mean that many new FMCG ...