International Journal of Marketing Strategies <p>International Journal of Marketing Strategies is an open access journal hosted by AJPO Journals USA LLC. The journal gathers knowledge on marketing concepts of product differentiation, production processes, selling, product marketing and societal marketing. The journal is distinguished owing to its vital information in research in the field of marketing strategies. The article publication is affordable and fast in that the publication process is complete within two weeks of submission of the article(s). The journal features in the google scholar and therefore it’s accessible by other scholars who are searching for the knowledge in marketing strategies. The manuscripts for publication undergo a double blind peer review process to enhance proficiency and accuracy in the knowledge therein. The journal have enhanced open and unrestricted access to other scholars. The authors have an extra advantage as they can access the popularity and the vitality of their articles by the metrics of the number of views and downloads of the article(s). Moreover, the journal serve as a template for other authors in their manuscripts preparation process for publishing. Its indexed in google scholar, Crossref (DOI), Ebscohost, Research Gate among others.</p> en-US (Journal Admin) (Chief Editor) Thu, 24 Mar 2022 16:07:16 +0300 OJS 60 MARKET PERFORMANCE OF SOFT DRINKS ENTERPRISES IN KIGALI CITY, RWANDA: EMPIRICAL STUDY OF INTERACTIVE MARKETING PRACTICES <p><strong>Purpose: </strong>Even when soft drink production as an entrepreneurial activity has had tremendous impact on society, it continues to face heightened challenges as the world Corona Virus pandemic continues. The choice of a relevant communication strategy however will influence how they attain their goals. The purpose of this study was to examine the relationship between interactive marketing practices and market performance of soft drink enterprises in Kigali City, Rwanda.</p> <p><strong>Methodology: </strong>Cross-sectional design was employed in this study to collect data on samples at a point in time. Simple random sampling technique helped researchers to select 322 soft drink enterprises in Kigali city and data was collected using structured self-administered questionnaire and interview guide in line with critical realism philosophy. Zero-order Pearson correlation analysis was used to test the set hypothesis and regression techniques for prediction.</p> <p><strong>Findings: </strong>Results revealed that interactive marketing practices have a positive and significant association with market performance (r=.267, p&lt;.01).</p> <p><strong>Unique contribution to theory, practice and policy</strong>: The study uniquely contributes to interactivity literature by providing further evidence on the positive relationship that exist between interactive marketing practices and market performance in a soft drink setting in Kigali City. Managers in these enterprises will acquire new insights related to the significance of interactive marketing practices in achieving their promotional and performance objectives. It was recommended that soft drink enterprises orient their strategic decisions towards disseminating their marketing information using interactive communication channels. This has been found out by this study to help them maintain warm relationship with their clients which has future sales leads and profitability implications.</p> Pereez Nimusima, Professor Nixon Kamukama (Ph.D.), Dr. Rebecca Kalibwani (Ph.D.), John Rwakihembo Copyright (c) 2022 International Journal of Marketing Strategies Thu, 24 Mar 2022 00:00:00 +0300