STRATEGIC MARKETING MANAGEMENT IN THE NIGERIAN TELECOMMUNICATION INDUSTRY: A REVIEW OF LITERATURE
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Date
2015
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Abstract
The 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.