JAJA Grace Sam
Department of Marketing, Faculty of Administrative and Management,
Rivers State University Nkpolu- Oroworukwo, Port Harcourt, Nigeria.
Abstract
This study explored the relationship between opportunity identification and marketing effectiveness, using adequate marketing information, corporate reputation and strategic orientation to represent marketing effectiveness. The study relied on literature review as the basis to balance reasoning. The views and reports of various scholars on the meaning of opportunity identification and its relevance to marketing effectiveness were analyzed and synthesized. The evidence in literature points to the existence of symbiotic relationship between opportunity identification and marketing effectiveness. Thus, the study concluded that opportunity identification has a connection with marketing effectiveness. However, to properly understand the degree and direction of relationships between opportunity identification and marketing effectiveness of companies, the study canvasses an empirical test using adequate methodology to establish the level of connection between the variables.
Keywords: Adequate marketing information, corporate reputation, marketing effectiveness, opportunity, identification, strategic orientation.