STRATEGIC MARKETING

This study examined the effect of strategic marketing planning on company growth among selected firms in Nigeria. It focused on how strategic marketing planning implementation, customer acquisition, customer retention, and market research utilization influence firm performance. Using an ex-post facto research design and secondary data from company reports and official sources, the study employed correlation and multiple regression analysis with SPSS software. Findings revealed that market research utilization significantly enhances company growth, while strategic marketing planning implementation, customer acquisition, and customer retention showed positive but insignificant effects. The study concluded that strategic marketing planning
contributes to growth only when effectively supported by data-driven market research. It recommends that firms strengthen the execution of marketing strategies, balance customer management efforts, and integrate market intelligence into strategic decision-making for sustainable growth.