Chapters authored
Marketing Communication and Consumption of Organic Products: Managers’ Perception in Cameroonian SMEs
According to experts, communication on organic products is an aspect that requires exploration in order to highlight the particularities of these products. On a scientific level, the work examines consumer opinions on communication biases that can explain the narrowness of the market. Very little of the work examines the considerations of leaders. We try to respond to this concern in the case of Cameroonian SMEs. We proceed with interviews with 29 SME managers. The thematic content analysis of the data shows the usefulness of a combined use of several communication instruments: advertising which must integrate caravans as a new medium and revitalize the radio medium. Promotions at points of sale are less useful and must be supplemented by product scheduling, and the use of mobile support is essential to resolve the intermediation phenomenon observed in the organic products market. Finally, the use of traditional and mobile websites and social networks, which are being improved in SMEs, has very little chance of having a positive impact on organic consumption. On a theoretical level, our results reflect the view of followers of the integrative model of marketing communication.
Part of the book: Management in Marketing Communications [Working title]