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An Examination of the Impact of Sales Promotion on the Marketing of Telecommunication Services in Nigeria

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Description

– An Examination of the Impact of Sales Promotion on the Marketing of Telecommunication Services in Nigeria –

Download An Examination of the Impact of Sales Promotion on the Marketing of Telecommunication Services in Nigeria. Marketing students who are writing their projects can get this material to aid their research work.

Abstract

This study was carried out on the examination of the impact of sales promotion on the marketing of telecommunication services in Nigeria – a case study of Globacom, Enugu. Four hypotheses were drawn up and tested in course of the study.

They are – sales promotion does not positively impact telecommunication services marketing; sales promotion activities do not create an edge in a highly competitive telecommunication market;

sales promotion activities do not create subscribers’ loyalty to telecommunications brands, and sales promotion activities do not enhance telecommunication services acceptability.

Introduction

Over the past few decades in Nigeria, there has been an increase in the use of sales promotion tools by marketers in an attempt to achieve and maximize their marketing objectives.

Whatever the product, sales promotion has found its usefulness in one direction or the other. This is especially so with the continuous development of marketing practices such that marketing managers have taken to the use of every available strategy aimed at achieving set objectives.

As Jones (1991: 61) notes, the use of sales promotions has grown in importance to become the most popular tool in the marketer’s kit in America and the world over.

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