Effectiveness of the Strategic Marketing Planning in an Organisation
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Date
2013
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
College of Management Sciences, Al-Hikman University, Ilorin
Abstract
Strategic marketing planning plays an important role in the growth and development of an organisation. It must be realistic and attainable so as to allow managers and entrepreneurs think strategically and organisations should not be so preoccupied with immediate issues that would make them lose sight of their ultimate objectives. The study therefore examines the impact of strategic marketing planning has on an organization. The data used were primarily obtained from questionnaire administered to the randomly selected companies in Ilorin. The Z-Score method of data analysis was used to test the hypothesis formulated in the study. It was discovered that adequate strategic marketing planning in an organization increase the return on the organizational investment. In view of this, the study concludes that strategic marketing planning would aid companies to improve their profitability. The study therefore recommends that marketing departments be given due recognition, and the importance of their strategic plans should be acknowledged in an organization.
Description
Keywords
Strategic, Marketing, Planning, Organization, Ilorin.
Citation
Salman A. & Yusuf I.