IJIMT 2011 Vol.2(5): 390-396 ISSN: 2010-0248
DOI: 10.7763/IJIMT.2011.V2.164

The Relationship Between Strategic Planning and the Effectiveness of Marketing Operations

Ajagbe Akintunde Musibau,Solomon Oluyinka, and Choi Sang Long

Abstract—Professionals and management experts have viewed the phrase “Organizational Planning” as one function of management that is indispensible in any corporate environment. Informally speaking also, individuals carry out this planning function on a day-to-day basis whether consciously or unconsciously, however, it is apparent to be the only means through which inadequate human and material resources can be thoughtfully and efficiently distributed to meet varying needs and wants of the community. Planning precedes other functions of management process such as organizing, staffing, leading and controlling. This study seeks to investigate the relationship that is inherent between these two terminologies “Strategic Planning and Marketing Operations” and how they reflect on the performance of government owned and managed companies especially in Power Holding Company of Nigeria (PHCN) as a case scenario. Questionnaires were distributed to staff of PHCN and the data was analyzed using mean score analysis and correlation. The research findings revealed that strategic planning contributes substantially to the effectiveness of marketing operations in public corporations. Future authors should incorporate sufficient organizations such as public and private industries to enhance generalization of findings. This study concludes with a few recommendations to professionals, academics and policymakers.

Index Terms—Nigeria, Strategic planning, Strategic marketing, Organizational performance, Public corporations.

A. M. Ajagbe was formerly a regional sales manager and currently adoctoral degree student with Universiti Teknologi Malaysia, 81310 Skudai,Johor, Malaysia. (amajagbe2@live.utm.my).
O. Solomon formerly worked with Silverbird Cinemas Lagos, Nigeriaand is currently a Masters Degree student in Management Technology at Universiti Teknologi Malaysia. (solomon467@yahoo.com).
S. L. Choi is currently a certified corporate trainer and lecture for private and public universities in Malaysia. (cslong_1@yahoo.com).

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Cite: Ajagbe Akintunde Musibau,Solomon Oluyinka, and Choi Sang Long, "The Relationship Between Strategic Planning and the Effectiveness of Marketing Operations," International Journal of Innovation, Management and Technology vol. 2, no. 5, pp. 390-396 , 2011.

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