Integrated Marketing Communication Tools And Marketing Performance Of Champion Breweries Plc, Uyo
ABSTRACT
Marketing communications has become one of the
major strategies to achieving marketing performance in the breweries industry.
It is on this background that the study investigated the effects of integrated
marketing communication tools on the marketing performance of Champion
Breweries Plc, Uyo. The study adopted a survey research designed and
questionnaire was used to collect data for the study. A sample size of 122
respondents drawn from a population of 174. Simple linear regression and
correlation models were used to test the hypotheses. It was discovered that
integrated marketing communication (IMC) has positive effects on marketing
performance of Champion Breweries Plc Uyo. Specifically, advertising has
positive effects on sales volume, personnel selling has positive relationship
with profit abilities and public relation has positive relationship with the
company' s market share in the breweries market. It was recommended that the
company should integrate this communication tools in the right proportion so as
to achieve and sustain marketing performance over time.
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AMAH, M (2021). Integrated Marketing Communication Tools And Marketing Performance Of Champion Breweries Plc, Uyo . Repository.mouau.edu.ng: Retrieved Nov 28, 2024, from https://repository.mouau.edu.ng/work/view/integrated-marketing-communication-tools-and-marketing-performance-of-champion-breweries-plc-uyo-7-2
MICHAEL, AMAH. "Integrated Marketing Communication Tools And Marketing Performance Of Champion Breweries Plc, Uyo " Repository.mouau.edu.ng. Repository.mouau.edu.ng, 23 Jul. 2021, https://repository.mouau.edu.ng/work/view/integrated-marketing-communication-tools-and-marketing-performance-of-champion-breweries-plc-uyo-7-2. Accessed 28 Nov. 2024.
MICHAEL, AMAH. "Integrated Marketing Communication Tools And Marketing Performance Of Champion Breweries Plc, Uyo ". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 23 Jul. 2021. Web. 28 Nov. 2024. < https://repository.mouau.edu.ng/work/view/integrated-marketing-communication-tools-and-marketing-performance-of-champion-breweries-plc-uyo-7-2 >.
MICHAEL, AMAH. "Integrated Marketing Communication Tools And Marketing Performance Of Champion Breweries Plc, Uyo " Repository.mouau.edu.ng (2021). Accessed 28 Nov. 2024. https://repository.mouau.edu.ng/work/view/integrated-marketing-communication-tools-and-marketing-performance-of-champion-breweries-plc-uyo-7-2