Evaluation of Factors Influencing Strategic Marketing

This book was designed to provide students with the understanding of the factors influencing strategic marketing on the performance of manufacturing companies. Based on empirical evidence, studies have shown that performance of any marketing company is been influenced by its strategic marketing activities which is determined by several factors that might be internal or external to the organization which calls for proper analysis. How well companies conduct its strategy ultimately determines their success or failure in the competitive environment. It is as a result of the growing importance of Strategic marketing to the overall success of marketing practice that the this study was conducted as it has made unique and valuable contributions to marketing theory as both are inevitably interrelated, and are often complementary of each other. The two fields are in fact even inseparable, forming two sides of the same coin, since the research results of one cannot fully be understood without the other. Thus, this study helps to provide the relationship between strategic marketing and company performance and thus, enhance the understanding of both students, practitioners and stakeholders.

Autorentext

I am a Lecturer in the Department of Business Administration, Faculty of Management Sciences, University of Abuja, Gwagwalada, Abuja, Nigeria. An Associate Professor of Management, Deputy Dean, Postgraduate School and former Head of Business Administration Department and Editor-in-Chief of Abuja Journal of Business and Management.