Browsing by Author "OMOLEKAN,O.J. Ph.D"

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    FORENSIC MARKETING- A NEW APPROACH TO SOLVING MARKETING PROBLEMS
    (FACULTY OF MANAGEMENT SCIENCES, UNIVERSITY OF ILORIN, ILORIN, NIGERIA, 2021) PROF. ROTIMI A. GBADEYAN; OMOLEKAN,O.J. Ph.D
    In most organisations, there are usually situations where the issue of economic loss or damages occur, this more than often, normally results to litigations either between the end-user of the product and the firm or between one firm and the other firms. In the matter involving litigation, there is always need to provide evidence which is referred to as forensic analysis or science. The analysis comes up in various disciplines; when it is concerned with evidence of economic nature, it is called forensic economics, the one that is concerned with providing evidence of accounting nature known forensic accounting and when it is related to copy right, brand infringement and marketing issues, it is termed forensic marketing In other words, forensic science involves the application of the scientific and technical method to conduct investigations in such areas as accounting, computer, economics marketing, engineering, law and medicine, for the purpose of finding solution to the identified problem. This chapter focuses on examining forensic science that concerns marketing problems and consumer behaviour. The chapter is divided into this section: Introduction, conceptual definitions relating to the forensic marketing, review of major forensic methodologies, measures that need to be taken to mitigate cases of fraud in marketing and its contributions to solving business problems.