THE ROLE OF MARKETING FUNCTION IN BUSINESS ORGANIZATION (A CASE STUDY OF UNILIVER NIGERIAN SOKOTO STATE)
Abstract
ABSTRACT
Marketingfunctionpracticeisincreasinglybeenadoptedinvirtuallyallthesectorsoftheecon
omy.Marketingpracticehasbeenamajordeterminantofanyorganization’sshortrunandlon
grunsuccessanddifferentialadvantageinanymarketingenvironment.Theneedformarketin
gpracticebyentrepreneurcannotbeoveremphasized.Marketingfunctionpracticeisparticul
arlyimportantinentrepreneurialbusinessinNigeriatodaybecauseofthevolatility,highlyco
mpetitiveandtheturbulentnatureoftheNigerianmarketingenvironment.Therefore,theproje
ctsattemptstousemarketingfunctionsvariablesasameansofenhancingentrepreneurialbusi
nessperformance.Itsuggestedthatadoptionofmarketingfunctionsbyentrepreneurwillenab
lethemtohavecompetitiveadvantageandwillserveasapanaceatotheproblemsencounteredi
nthemarketingoftheirentrepreneurialbusiness.
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