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Strategic Marketing and Firms Performance:a Study of Nigerian Oil and Gas Industry

Akinyele, S.T. (2011) Strategic Marketing and Firms Performance:a Study of Nigerian Oil and Gas Industry. Business Intelligence Journal, 4 (2). pp. 303-311.

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Abstract

The purpose of this paper is to investigate the impact of strategic marketing and firms performance of the Nigerian oil and gas industry. This study adopted a survey research methodology to examine strategic marketing and firms performance of Nigerian oil and gas marketing companies in an attempt to attain their desired level of performance. One hypothesis was formulated from the statement of research problem. Analysis of Variance, Pearson Moment Correlation Analysis, Factor Analysis among other statistical tools were used in testing the hypotheses. The overall results 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 in the Nigerian oil and gas industry

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 19:55
Last Modified: 25 Oct 2013 19:55
URI: http://eprints.covenantuniversity.edu.ng/id/eprint/1753

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