A Critical Examination of the Effect of Strategic Marketing on Organizational Performance
A Critical Examination of the Effect of Strategic Marketing on Organizational Performance
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Organizational performance is one of the most significant issues in management study since it is the most essential criteria in assessing organizations, their activities, and their environments. Its significance is mirrored in its widespread application. Companies are seeing internationalization of their activities and events as a strategy to stay competitive in the market as a result of the current globalization market. Marketing strategy has become an important tool for any firm in the globe to stay competitive and grow stronger in today's industry. Hornby (2001), referenced in Aremu & Lawal (2012), defines marketing as "the practice of promoting, advertising, selling, and delivering an...
