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.