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Strategic Marketing Management in the Nigerian Oil and Gas Industry:a Theoretical Framework

Akinyele, S.T. (2011) Strategic Marketing Management in the Nigerian Oil and Gas Industry:a Theoretical Framework. Sri Krishna International Research & Educational Consortium, 2 (1). pp. 16-43. ISSN 2229-4104

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Abstract

The purpose of this paper is to review the literature on strategic marketing management .. This study adopted a expost facto research methodology to examine the strategic marketing management literature in an attempt to attain their desired level of performance. The overall findings suggest that strategic marketing is a driver of organizational positioning in a dynamic environment, and that it helps to enhance the development of new product/service for existing markets. These findings, along with other interesting findings of the study, are discussed. From the empirical and anecdotal managerial evidence as well as from the literature implications are drawn for the efficient and effective strategic marketing practices in the Nigerian oil and gas industry. Based on the findings of the study, the concepts and principles of total quality management within a holistic framework it is recommended that (i) efforts should be made by organizational marketers towards understanding the relevant economic factors that affect both clients’ behaviour and the strategic options that may be adopted to cope with such behaviours; ((ii) in a constantly changing business environment, firms can adopt different strategic marketing practices since the yardstick is the enhancement of business performance.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Mr Solomon Bayoko
Date Deposited: 25 Oct 2013 19:57
Last Modified: 25 Oct 2013 19:57
URI: http://eprints.covenantuniversity.edu.ng/id/eprint/1744

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