Entrepreneurial Marketing And SMEs Growth In Post Covid-19 Era In Awka, Anambra State, Nigeria

Fabian Anoke (Department of Business Administration, Nnamdi Azikiwe University, Awka Anambra State, Nigeria)
Nzewi Hope Ngozi (Department of Business Administration, Nnamdi Azikiwe University, Awka Anambra State, Nigeria)
Eze Solomon Uchechukwu (Department of Business Administration, Nnamdi Azikiwe University, Awka Anambra State, Nigeria)
Igwebuike Joyce (Department of Business Administration, Nasarawa State University Keffi, Nigeria)

International Journal of Financial, Accounting, and Management
Vol. 4 No. 2 (2022): September

Purpose: This study aimed at examining the effect of entrepreneurial marketing on SMEs growth in the post- Covid-19 Era in Awka Anambra State Nigeria. Research methodology: The study adopted a qualitative research design with five participants. An in-depth interview was used to elicit relevant information from the respondents. Data generated were carefully transcribed, reviewed, and harmonized. Thematic categories were created and categorized into two major themes- technological-driven marketing and need-oriented entrepreneurial marketing. Results: The study revealed that need-oriented marketing and technology-driven marketing are pivotal to the growth and sustainability of SMEs in the post-Covid-19 Era. Limitations: The restriction on gathering of people more than ten by the State Government due to the Covid-19 limited our study as the researchers would have loved to have a group and interactive decisions with the participants. Contribution: The result of this study will serve as an eye-opener to Nigerian policymakers and SME operators to key into modern entrepreneurial marketing tools and selvage her already depressed economy.