Sustainable Marketing: Strategic Tool for Business Success of the Electronic Sector in Port Harcourt, Nigeria

Abstract

This paper examined the extent to which sustainable marketing strategy affected the corporate performance of the electronic sector in Rivers State, Nigeria. This study adopted the survey design where one hundred and thirty six (136) copies of questionnaire were used for analysis. The findings revealed a strong positive correlation between sustainable marketing strategy and corporate performance of the electronic sector in Rivers State. This implies that sustainable marketing strategy to a very large extent determines the level of customer satisfaction, customer loyalty and profitability that the electronic sector can attain over time. This paper therefore, recommends that the electronic sector should strive to sustain a high reputation for their loyal customer by providing them with reliable products and services that meet and exceed their expectation as to give them confidence in dealing with them.