TABLE OF CONTENTS
TITLE PAGE
ABSTRACT
CHAPTER ONE: INTRODUCTION
1.1 Background to the Study
1.2 Statement of the Problem
1.3 Objectives of the Study
1.4 Research Questions
1.5 Research Hypothesis
1.6 Significance of the Study
1.7 Scope of the Study
1.8 Limitations of the Study
1.9 Organization of the Study
1.10 Definition of Terms
REFERENCES
CHAPTER TWO: REVIEW OF RELATED LITERATURE
2.1 Introduction
2.2 Theoretical Review
2.2.1 Integrated Marketing Communications (IMC) Theory
2.2.2 Customer Journey Theory
2.2.3 Media Richness Theory
2.2.4 Omnichannel Retailing Theory
2.3 Conceptual Review
2.3.1 Overview of Key Concepts
2.3.2 The Evolution of Multi-Channel Marketing
2.3.3 Importance of Multi-Channel Marketing for Organizations
2.3.4 Customer Behavior in a Multi-Channel Environment
2.3.5 Integrated Marketing Communications (IMC) and Multi-Channel Marketing
2.3.6 Technology and Multi-Channel Marketing
2.3.7 Challenges in Multi-Channel Marketing Implementation
2.3.8 The Role of Data Analytics in Multi-Channel Marketing
2.3.9 Personalization and Customer Experience
2.3.10 Social Media's Role in Multi-Channel Marketing
2.3.11 The Shift Towards Omnichannel Marketing
2.4 Empirical Review
2.5 Summary of Literature Review
REFERENCES
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Introduction
3.2 Research Design
3.3 Population of the Study
3.4 Sample Size Determination
3.5 Sampling Technique
3.6 Sources of Data Collection
3.7 Research Instrument
3.8 Validity and Reliability of the Instrument
3.9 Method of Data Collection
3.10 Method of Data Analysis
3.11 Ethical Considerations
3.12 Limitations of the Methodology
CHAPTER FOUR: DATA ANALYSIS AND INTERPRETATION
4.1 Introduction
4.2 Questionnaire Administration and Response Rate
4.3 Demographic Characteristics of Respondents
4.4 Analysis Based on Research Objectives and Research Questions
4.5 Test of Hypotheses
4.6 Discussion of Findings
CHAPTER FIVE: SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
5.1 Introduction
5.2 Summary of the Study
5.3 Conclusions
5.4 Recommendations
5.4.1 Recommendations for Airtel Nigeria
5.4.2 Recommendations for the Telecommunications Industry
5.4.3 Recommendations for Marketing Practitioners
5.4.4 Recommendations for Policymakers
5.5 Contributions to Knowledge
5.6 Limitations of the Study and Suggestions for Further Research
5.7 Summary of the Chapter
APPENDIX: QUESTIONNAIRE
