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Effect of Marketing Communication on Sales Performance of Multinational Companies: A Case Study of Proctor and Gamble Company

Author Affiliations

  • 1Faculty of Management and Human Resource Development, University Technology, MALAYSIA

Res. J. Recent Sci., Volume 1, Issue (12), Pages 44-48, December,2 (2012)

Abstract

The relationship between marketing communication and sales performance of multinational companies has always attracted the interest of the researchers in different parts of the world. However this relationship in multinational companies has not been addressed properly in global perspective. The aim of this study is to fill this gap by evaluating the relationship of marketing communication and sales performance of Proctor and gamble company (P & G). The researchers have used five years data ranging from 2008 to 2012 of P and G Company for this study. The correlation coefficient method was used for analyzing the relationship between the two variables. The result shows that there is significant relationship (r = 0.94) between marketing communication and sales performance of P&G Company.

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