THE ROLE OF MARKETING IN IMPROVING THE PROFITABILITY OF AN ORGANIZATION (A CASE STUDY OF CADBURY NIGERIA PLC, LAGOS.)

ABSTRACT

This project is centered on the role of marketing in improving the profitability of an organization with reference to Cadbury Nigeria Plc, Lagos

This research work is necessary and imperative so as to determine the role of marketing in improving the profitability of an organisation.

The researcher distributed questionnaire to workers in company under study. Personal interviews were also

conducted with some workers in the department. The data gathered was analyzed

on different tasks by using percentages.

Based on the underlying assumption, the following were recommended for the study, marketing should

start from customers by identifying their needs and ends with customers by

satisfying their needs, the organizations sales force should be trained and

informed about the role of marketing on profitability, and marketing strategies

should be effectively used to reach the target market and improve

profitability.

TABLE OF CONTENT

CHAPTER ONE

INTRODUCTION

CHAPTER TWO

LITERATURE REVIEW

CHAPTER THREE

RESEARCH METHODOLOGY

CHAPTER FOUR

RESULTS AND DISCUSSION

CHAPTER FIVE

SUMMARY OF FINDINGS AND RECOMMENDATIONS

References