MARKETING MIX AS A SURVIVAL STRATEGY FOR BUSINESS ENTERPRISE
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Abstract
This study is on marketing mix as a tool for the survival of a business organization. The total population for the study is 200 staff of Nigeria bottling company, Abuja. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made up production managers, human resource managers, junior staff and non senior staff was used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
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