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The Relationship Between Strategic Planning and the Effectiveness of Marketing Operations

Ajagbe, Akintunde M. (2011) The Relationship Between Strategic Planning and the Effectiveness of Marketing Operations. International Journal of Innovation Management and Technology, 2 (5). pp. 390-396.

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Abstract

Professionals and management experts have viewed the phrase “Organizational Planning” as one function of management that is indispensible in any corporate environment. Informally speaking also, individuals carry out this planning function on a day-to-day basis whether consciously or unconsciously, however, it is apparent to be the only means through which inadequate human and material resources can be thoughtfully and efficiently distributed to meet varying needs and wants of the community. Planning precedes other functions of management process such as organizing, staffing, leading and controlling. This study seeks to investigate the relationship that is inherent between these two terminologies “Strategic Planning and Marketing Operations” and how they reflect on the performance of government owned and managed companies especially in Power Holding Company of Nigeria (PHCN) as a case scenario. Questionnaires were distributed to staff of PHCN and the data was analyzed using mean score analysis and correlation. The research findings revealed that strategic planning contributes substantially to the effectiveness of marketing operations in public corporations. Future authors should incorporate sufficient organizations such as public and private industries to enhance generalization of findings. This study concludes with a few recommendations to professionals, academics and policy makers.

Item Type: Article
Uncontrolled Keywords: Nigeria, Strategic planning, Strategic marketing, Organizational performance, Public corporations.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Mrs Patricia Nwokealisi
Date Deposited: 14 Apr 2015 13:39
Last Modified: 14 Apr 2015 13:39
URI: http://eprints.covenantuniversity.edu.ng/id/eprint/4981

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