Abstract:
The current difficulties and uncertainties in business
underline the
importance of professional and up to date marketing practice.
Many companies are realizing the need to employ other strategies
in their operation as cost cuts are not enough, the only sure way to
improve/expand business is by improving market
ing by finding
more profitable customers and new high growth market.
Some would want to argue that business concerns have thrived
successfully before the advent of marketers as a management
concept, but one point is that, business activities today are more
demanding and complex compared to what they were before. The
Nigerian economy today involves actual manufacturing
assemblies, packaging and of course the importation of goods and
services, and this is why program marketing became crucial.
