THE SIGNIFICANCE OF STRATEGIC MARKETING PRACTICES TO THE EFFECTIVE AND EFFICIENT PERFORMANCE OF

THE SIGNIFICANCE OF STRATEGIC MARKETING PRACTICES TO THE EFFECTIVE AND EFFICIENT PERFORMANCE OF

ABSTRACT

The study examines the significance of marketing strategies on the performance of small-scale enterprise in Shomolu Local Government Area of Lagos State. The cross-sectional survey research design was employed for the study. A self-structured questionnaire was used to elicit data from respondents. The simple random sampling technique was used to select the 50 respondents employed for this study. Chi-square statistical analysis was used to test the hypotheses. The finding revealed that modern and consumer-based marketing strategies improve the performance of small-scale enterprises. It was then suggested that a study of marketing strategies is necessary for small-scale business entrepreneurs.