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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

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Hussaina Obadiah Habila

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Review Open access Sep 2026

Marketing Innovation Strategies and Operational Performance of MSMEs in an Emerging Economy

This study examines the effect of marketing innovation on the operational performance of Micro, Small and Medium Enterprises (MSMEs) in Taraba State, Nigeria. Marketing innovation was operationalized through four dimensions—digital marketing innovation, branding innovation, customer relationship innovation, and promoti...

U. Voghagi, Hussaina Obadiah Habila · 0 citations

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