The Dynamism of Marketing of Information Technology. A Case Study of Lagos Market

Folashade Adeoti Owolewa

Abstract


This study delves into the dynamic and rapidly evolving nature of marketing Information Technology (IT) products and services in the Lagos Market. The research aims to investigate the various strategies employed by businesses to market IT products, the key factors driving their success, and the unique challenges encountered within this vibrant commercial hub. By adopting a mixed-methods approach, the study integrates both qualitative and quantitative data. In-depth interviews with key stakeholders and surveys of IT businesses provide a comprehensive overview of the marketing practices, consumer behaviors, and competitive pressures shaping the industry. The research findings shed light on the intricacies of marketing IT in Lagos and offer actionable insights for businesses seeking to improve their market strategies and for policymakers aiming to foster a more conducive environment for the growth of the IT sector. Ultimately, this study contributes to the understanding of how technology marketing can thrive in emerging markets, where innovation, competition, and consumer demands are constantly evolving.


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