Journal of Emerging Trends in Economics and Management Sciences: Home

Article Title:
Assessing the Effectiveness of Promotion as a Marketing Management Tool in the Nigerian Telecommunication Industry
by Obasan, Kehinde, A and Soyebo Yusuf, A.

Abstract:
The rapid forces of globalization, change and competition have compelled firms to formulate marketing strategy and mix that operate beyond the present market challenges by satisfying current customer and entice a sizeable proportion of the target market in the long run through a continuous modification of its various tools. Using the Pearson correlation coefficient and a primary data obtained through a structured questionnaire administered to 100 selected staff of Globacom Telecommunication Nigeria. Ltd., this study assessed the effectiveness of promotion as a marketing management tool in the Nigerian telecommunication industry. This study revealed that promotion has a significant effect on marketing management with a correlation value of 0.869 which implies that promotion is a good marketing tool for survival, sustenance and expansion of business in the Nigerian Telecommunication Industry which requires regular reviews in order to meets customer?s needs and satisfaction and must focus on the firm short and long run competitive advantage through a blend of the firm, clients, competitors and other stakeholder?s interest. Hence, it is recommended that telecommunication Industry in Nigeria should appreciate and exploit the opportunities offered by promotion and learn how to modify promotional techniques to meet the needs to diverse target market like Nigeria

Keywords: marketing; promotion, competition, telecommunication, business; customer

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