THE IMPACT OF STRATEGIC MARKETING ON BUSINESS SUCCESS
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- NGN 3000
Abstract:
This study aims to (1) evaluate the impact of strategic marketing on business success, (2) identify the key elements of effective strategic marketing, and (3) assess the role of market segmentation and targeting in achieving business goals. A survey research design was employed to gather detailed insights from a large sample. Using Taro Yamane's formula, a sample size of 380 respondents was selected to ensure the results are statistically significant. The research was conducted among retail firms in Lagos, Nigeria, known for their strategic marketing practices. The reliability coefficient score of the survey was 0.92. The findings indicate that strategic marketing significantly contributes to business success by enhancing market reach, improving customer engagement, and increasing sales. Recommendations include developing comprehensive marketing strategies, investing in market research, and leveraging digital marketing tools to enhance market presence and customer interaction.
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