By Ngwu Stella Chinyere
This research work is executed to evaluate the impact of new product marketing strategies on the performance of firms in Nigeria. To develop and market new product; correct approach must be used to ensure that new product does not fail in the market, therefore making a new product to go through proper planning, implementation and control. The method of investigation applied was sample survey; the study was executed by using statement of problems form which the research questions and hypothesis of the research were formulated. Secondary source of data were collected from related books, journals, magazines, newspaper, archival records.