AKINYELE SAMUEL TAIWO

Impact of Strategic Marketing Management

on the Performance of Firms in the Downstream Sector of the Nigerian Oil and Gas Industry

• Broschiertes Buch

Produktbeschreibung

Oil and gas marketing companies have comparative advantages in adopting various marketing strategies using different technologies. Oil and gas marketing companies appeared to specialize in the use of traditional methods of marketing, which is based on "soft" information culled from close contacts by marketing and sales department rather than the use of the specialized strategic marketing methods that are based on "hard" quantitative information. Most of the findings of the research are consistent with previous normative and empirical works.For instance, the companies face a less diverse, less competitive, more volatile and high opportunity environment, and a less mobility of market. They are however, constrained by interrelationships with other organizations to a greater extent. This study has provided empirical evidence pertaining to the perception of oil and gas marketing strategies, and the industry environmental factors on such strategies. It also indicates that strategic marketing practices have a significant impact on performance variables and that they interact with the different components to facilitate performance.

Produktdetails

• Verlag: LAP Lambert Academic Publishing
• Artikelnr. des Verlages: 30080102
• Seitenzahl: 200
• Erscheinungstermin: 6. Mai 2011
• Englisch
• Abmessung: 220mm x 150mm x 12mm
• Gewicht: 316g
• ISBN-13: 9783844390452
• ISBN-10: 3844390456
• Artikelnr.: 33363834

Autorenporträt

Obtained PhD in Marketing and MPhil from Covenant University.Hisresearchinterest include: Oil and Gas marketing, Integrated Marketing Communication, E-business and Consumer Behaviour. Helectures at the Covenant University. He is a member of AmericanMarketing Association, Global Researcher Community and NigerianInstitute of Marketing.