Babcock University Research Portal

Promotional strategy, customer relationship management, marketing planning effectiveness and medium firm performance in Lagos Mainland

Authors: KABUOH Margret , Ogbonna, I.g

Publication Type: Journal article

Journal: International Journal Of Advance Studies In Ecology, Development And Sustainability

ISSN Number:

Downloads

Views

Abstract

Promotional strategy (PS), Customer relationship management (CRM), and Marketing planning effectiveness (MPE) are some of the marketing strategies that a firm uses to enhance its performance and stand tall among rivals especially in the midst of stringent competition. However, it seems that most organizations shy away from adopting the strategic marketing tools in promoting their goods/services which consequently impact on their performances especially the small and medium firms. This paper examined the impact of promotional strategy, customer relationship management and marketing planning effectiveness on medium firm performance in Lagos state. Theoretical conceptual and empirical reviews were done on marketing strategies, performance, and small and medium scale firms. This was necessitated because, apart from time constraints and resources limitation, most small businesses may not want to expose their decision making criteria to open discussions because they are owner managed hence, the few available past works, like journals, magazines, textbooks appropriates websites, as well as informed personal observations were used as guide lines. Findings show that most SMEs disregard marketing strategies for the reason of costs, fear of failure among others. However, effective marketing strategies enhance the performance of medium scale firms. The implementation of PS, CRM, MPE, training and staff development among others served as better options for recommendation.

Access to Documents

External Link
Download
Digital Object Identifier

Keywords

KABUOH,M. Ogbonna,,I. . (2015). Promotional strategy, customer relationship management, marketing planning effectiveness and medium firm performance in Lagos Mainland, 3 (), 85-85.

KABUOH,M. Ogbonna,,I. . "Promotional strategy, customer relationship management, marketing planning effectiveness and medium firm performance in Lagos Mainland" 3, no (), (2015): 85-85.

KABUOH,M. and Ogbonna,,I. and . (2015). Promotional strategy, customer relationship management, marketing planning effectiveness and medium firm performance in Lagos Mainland, 3 (), pp85-85.

KABUOHM, Ogbonna,I, . Promotional strategy, customer relationship management, marketing planning effectiveness and medium firm performance in Lagos Mainland. 2015, 3 ():85-85.

KABUOH,Margret , and Ogbonna,,I.g . "Promotional strategy, customer relationship management, marketing planning effectiveness and medium firm performance in Lagos Mainland", 3 . (2015) : 85-85.

K.Margret & O.I.g , "Promotional strategy, customer relationship management, marketing planning effectiveness and medium firm performance in Lagos Mainland" vol.3, no., pp. 85-85, 2015.

Access to Documents

Keywords

About Us

Admissions

Contact Us

Policies

ALUMNI

STUDENT POPULATION