MARKETING PLANNING AND IMPLEMENTATION AS A TOOL FOR BUSINESS SURVIVAL (A STUDY OF SOKOTO CEMENT)

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.