ENTERPRISE OUTSOURCING STRATEGIES AND MARKETING PERFORMANCE OF FAST FOOD INDUSTRY IN LAGOS STATE, NIGERIA
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Global Research Journals.
Abstract
Description
There is now more pressure on business practioners to justify that marketing function contributes to
shareholders value by the firms. Management of firms are interested in assessing the extent to which cost of
business can be minimized and how that could help in reducing marketing expenditure and ultimately increase
return on marketing investment (ROMI). The study attempted to ascertain the link between outsourcing and
marketing performance. Copies of questionnaire were distributed purposively to ten fast food outlets in Lagos,
Nigeria. Two hypotheses were developed and were subjected to descriptive and regression analysis. It was
discovered that outsourcing contributed to increase in marketing performance. The study makes useful policy
recommendations for marketing professionals, entrepreneurs and top executives of fast food outlets in Nigeria.
Keywords
H Social Sciences (General)