Communication Strategies for Competitive Advantage. Focus on Small Scale Business Enterprises in Eldoret Town, Kenya

      Аннотация: This book informs the global village the constraints Small Business Enterprises (SBEs) face and strive to overcome in the competitive business sector by employing communication strategies in order to succeed in Eldoret town. It also reveals the communication strategies SBEs use competitively within Eldoret and across Kenya as their activities reflect the country’s economic situation. The author investigates implications of verbal and non-verbal modes of communication such as display, shouting through media, among others, on business activities. She observes that effective use of communication strategies depends on level of education, gender, location of business, among others. The book recommends that the entrepreneurs should be exposed to modern communication facilities such as ICTs through seminars, conferences, workshops and exhibitions. She also recommends sensitization of the public to ensure mutual respect between the public and entrepreneurs and thus develop a more humane language that enhances the interaction of buyers and sellers. This book is recommended for entrepreneurs, policy makers, students, teachers and researchers in the field of Communication Studies.

Ключевые слова: Kenya, Gender, Media, communication strategies, Eldoret, Level of Education, SBE Activities, Economic Situation, Location of Business, Development Agencies