Browsing by Author "BRIMAH, BOLATITO AMUDAT"
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- ItemSTRATEGIC MARKETING MANAGEMENT IN THE NIGERIAN TELECOMMUNICATION INDUSTRY: A REVIEW OF LITERATURE(2015) OLANIPEKUN, WAHID DAMILOLA; BRIMAH, BOLATITO AMUDAT; BRIMAH, AMINU NASSIRThe objective of this paper is to review the literature on strategic marketing management. This study adopted a phenomenological research methodology to examine the strategic marketing management literature in an attempt to attain their desired level of performance. Literature findings suggest that strategic marketing is a driverof competitive advantage and organizational performance in an environment that has been described as changing, dynamic, discontinuous and turbulent. Its adoption helps to enhance the development of new product/service for existing markets. These findings, along with other interesting findings which constitute the empirical evidence revealed that adoption and implementation of strategic marketing practices makes an organization not only to be proactive to changes but also initiate positive changes that would consequently lead to competitive advantage and sustainable performance. It was recommended that organization should continuously maintain, sustain and improve strategic management practices since it is an indispensable tool for organization performance.