The Impact Of Marketing Planning And Strategy On Sales In An Organization

(A CASE STUDY NIGERIAN BOTTLING COMPANY PLC BENIN CITY) CHAPTER ONE INTRODUCTION 1.1            BACKGROUND OF THE STUDY The practice of marketing is a crucial human invention. It is set of activity which facilitates exchange transaction involving economic goods and services for the ultimate purpose of satisfying human needs (Ihionkhan, 2008). Sellers and buyers sought to understand each others needs, wants, capacity and psychology with the goals of getting the exchange of goods and services to take place. Such meeting place embodied many aspects of today’s marketing methods such as marketing …