Browsing Department of Business Administration by Author "Kalibwani, Rebecca"
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Relevance of interactive marketing practices for enhancing market performance: the case of soft drink manufacturing enterprises in Kigali city
Nimusima, Pereez; Kamukama, Nixon; Kalibwani, Rebecca; Rwakihembo, John (American Journal of Communication, 2022)Purpose: The digital environment today has presented a great challenge for companies, locally and internationally on how they can leverage interactive marketing practices to maintain a warm relationship with their clients. ...