Marketing Mix Practice as a Determinant of Entrepreneurial Business Performance

Abstract

Marketing mix practice is increasingly been adopted in virtually all the sectors of the economy. Marketing mix
practice has been a major determinant of any organization’s short run and long run success and differential
advantage in any marketing environment. The need for marketing practice by entrepreneur cannot be over
emphasized. Marketing mix practice is particularly important in entrepreneurial business in Nigeria today
because of the volatility, highly competitive and the turbulent nature of the Nigerian marketing environment.
Therefore, the paper attempts to use marketing mix variables as a means of enhancing entrepreneurial business
performance. It suggested that adoption of marketing mix by entrepreneur will enable them to have competitive
advantage and will serve as a panacea to the problems encountered in the marketing of their entrepreneurial
business.