Volume 2, Issue 1, 2026

MARKETING MANAGEMENT AS AN INTEGRATIVE PROCESS OF RESEARCH, PRODUCTION, AND SALES ACTIVITIES IN NIGERIAN

Oni, Gabriel Folorunsho Ogunnaike, Olaleke Oluseye Ogbari, Mercy

Abstract

Marketing management is the process of planning, organizing,
directing, and controlling an organization’s marketing activities
to ensure that products and services satisfy customer needs while
achieving organizational objectives. It integrates market research,
production, and sales to create value for customers and enhance
organizational profitability. As a fundamental management
function, marketing is as important as finance, production, and
human resource management because it focuses on understanding
customer needs and developing products that effectively meet
market demand. Marketing is often confused with selling;
however, while selling emphasizes persuading customers to
purchase products, marketing adopts a broader approach by
identifying customer needs, creating demand, and building long
term customer relationships through strategic planning and
communication. As Peter Drucker noted, the objective of
marketing is to understand customers so well that products or
services meet their needs and effectively sell themselves.
Consequently, effective marketing management enhances
customer satisfaction, competitiveness, and sustainable
organizational growth.

Keywords

Marketing Management, Market Research, Production, Sales, Customer Satisfaction.

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