In a bid to survive and flourish, most firms generally tend to employ marketing mix strategies which embraces important issues such as techniques to be employed and applied, that will suit their operating environment and result in achievement of overall organizational goals. Techniques as has been discovered in the study are complex and complicated. More often than not, they are misused, mainly due to poor understanding of the intricacies of these techniques. This study was conducted to critically evaluate the effectiveness of the use of marketing techniques and its impact or importance in the overall marketing effort of the pharmaceutical company, Roche. It also shows a significant relationship between the marketing techniques and other aspects of the marketing paraphernalia as well as relationships with other aspects of the organization, i.e. production, finance and personnel. This study tries to find a place for marketing techniques in the pharmaceutical company, Roche Nigeria Plc, so that operations can be improved and effectiveness enhanced. If the Roche Nigeria Ltd is to survive and flourish amidst strong competition then it should embark on periodic review and/or examination of the marketing techniques to ascertain if they still suit their operating environment.
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