Integrated Marketing Communication As A Tool For Improving Performance In Nigeria Bottling Company Plc (NBC)

ABSTRACT

Organizations have to communicate with their existing and potential customers about what they do (Ajaja, 1995). This, indeed, is a herculean task in Nigeria's market environment clue to its characteristic nature which is further encapsulated by the vagaries of Nigeria's economic, demographic, social, political, legal, religious, cultural and environmental forces. Marketing communication is very important and at the same time challenging in the manufacturing companies. The marketing communication mix elements have become important players in the life of so many businesses. they helps in moving market offerings (goods, service and ideas etc) From manufacturers/sellers to end users and build and maintain relationships from with customers, prospects and other stakeholders of the company (Harris, 1998). 1 However, Marketing strategies that stress relationship building in addition to producing sales will force marketers to consider all the elements in the marketing Communication mix (Marcommwise, 2006).