2023
DOI: 10.47672/jsm.1495
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Moderating Role of Marketing Audit on the Effect of Strategic Marketing Planning on Organisational Performance of Selected Quoted Consumer Goods Manufacturing Companies in Lagos

Abstract: Purpose: Recently, business uncertainty and pressures have challenged routine activities in consumer goods manufacturing companies (CGMC), resulting in dwindling performance due to their inability to respond swiftly and correctly to strategic marketing planning practices. However, proactive manufacturing businesses strive to evaluate their operational activities and thus put measures in place to improve their performance as a condition of continuous existence and future development. Such organisations analyse … Show more

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