Evaluating the extend of marketing plan in Nigerian business organization


  • Sokari Jusih Ogu Faculty of Votech Bayelsa State College of Education Sagbama Bayelsa, Nigeria




Nigerian firms, marketing programmes, experienced professionals, head the marketing function


This study assessed the extent to which Nigerian firms planed their marketing programmes and also the extent of formalization of marking planning. It was found that some forms of planning were in operation among many firms. However, only one-third of the firms of studied adopted a comprehensive, formalized, approach, and this was found to be a function of size of operation – large firms tended to do so. We further found that nearly half of the firms prepared forecasts and budgets in lieu of marketing plans, and this was attributed to the intellectual rigour involved in marketing planning. It has been recommended, among other measures that, experienced professionals be always appointed to head the marketing function in business organizations. The population for this study consisted of firms in Lagos employing 50 or more persons engaged in manufacturing or distributive trade. Only such firms listed in the 1986 edition of the Lagos state industrial Directory were included. For the purpose of this study, we classified the firms into categories, A, B, C, as small categories, D and E as medium, and categories F, G, H and I, as large. This implies that we focused attention on categories D to I while ignoring categories A to C. Our concentration on medium-large firms is borne out of our conviction that their size of operations may necessitate the need for elaborate planning.


Download data is not yet available.


Abell, D.F. (1978). “Strategic Window”, Journal of Marketing (July) pp. 21-26.

Ansoff, H.I. (1975). Corporate Strategy. New York: McGraw-Hill.

Barker, M.J. (ed). (1983). Marketing: Theory and Practice, 2nd ed. London: Macmillan Press.

Blois, K.J. and C. M. Octon. (n.d). “Marketing Planning in Local Authority Leisure Centres”, The Quarterly Review of Marketing, Vol. 8, No. 1.pp. 19-25.

Drucker, P.F. (1966). The Practice of Management. New York: Harper and Raw.

Fubara, B.A. (1986). “Marketing planning in Public Enterprises in Developing Countries”. In K.L.K. Rao (ed), Marketing Perspectives of Public Enterprises in Developing Countries, Ljubljana, Yugoslavia” International Centre for Public Enterprises in Developing Countries, PP. 79-92.

Goodman, L. A. (1970). The multivariate analysis of qualitative data: Interactions among multiple classifications. Journal of the American Statistical Association, 65(329), 226-256.

Greenley, G.E. (1982). “An Overview of Marketing Planning in UK Manufacturing Companies:, European Journal of Marketing, Vol. 16, No. 7, pp. 3-15.

Hartley, R.F. (1979). Sales Management. Boston: Houghton Mifflin Co.

Koontz, H. and C.O’Donnel. (1972). Management; A Systems and Contingency and Analysis of Managerial Functions. Kogakusha: McGraw-Hill.

Kotler, P. (1980a). Marketing Management: Analysis, Planning, and Control, 4th ed. Englewood Cliffs, New Jersey: Prentice-Hall.

Lerner, D., Amick III, B. C., Rogers, W. H., Malspeis, S., Bungay, K., & Cynn, D. (2001). The work limitations questionnaire. Medical care, 72-85.

McDonald, M.H.B. (1982). “International Marketing Planning”, European Journal of Marketing, Vol. 16. No. 2

Okwandu, D. G. A. (N.D). Assessing The Extent Of Marketing Planning In Nigerian's business Organizations: A Survey Of Selected Firms In Port Harcourt.

Olken, F., & Rotem, D. (1995). Random sampling from databases: a survey. Statistics and Computing, 5, 25-42.

Reynolds, H. T. (1977). Analysis of nominal data (No. 7). Sage.

Rosenberg, L.J. (1977). Marketing. New Jersey: Prentice-Hill.

Sacnso, M. (1986). “Applicability of Formal Planning Methods in Marketing in Public Enterprises in Developing Countries”. In K.L.K. Rao (ed), Marketing Perspectives of Public Enterprises in Developing countries. Ljubljana, Yugoslavia: International Centre for Public Enterprises in Develop ting Countries. PPP. 62-78.

Schuchman, A. (1959). “The Marketing Audit: Its Nature, Purposes, and Problems”, in Analyzing and Improving Marketing Performance, Report No. 32, American Management Association.

Stack, O.W. (1974). “Flexible Marketers Plans come from Flexible Marketers”, Marketing News (August 1), pp.3.

Stanton, W.J. (1975). Fundamentals of Marketing, 4th ed. Kogakusha: McGraw-Hill.

Thune, S. S., & House, R. J. (1970). Where long-range planning pays off Findings of a survey of formal, informal planners. Business Horizons, 13(4), 81-87.




How to Cite

Ogu, S. J. (2024). Evaluating the extend of marketing plan in Nigerian business organization. Journal of Commerce, Management, and Tourism Studies, 3(1), 23–32. https://doi.org/10.58881/jcmts.v3i1.167