International E-publication: Publish Projects, Dissertation, Theses, Books, Souvenir, Conference Proceeding with ISBN.  International E-Bulletin: Information/News regarding: Academics and Research

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.

References

  1. Kotler, Marketing management, Prentice Hall – New Jersey, (2000)
  2. Abhijit B., Science Communication through Mass Media, Res. J. Recent Sci., 1(1), 10-15 (2012)
  3. Onditi A.A., An evaluation of promotional elements influencing sales of an organization: a case study of sales of agricultural and non-agricultural products among women groups, Homa Bay district, Kenya, International Journal of Business and Social Science, 3(5), 296-313 (2012)
  4. Chelliah S. and Kwon C.K., A study of the relationship between marketing mix and customer retention for herbal coffee in Malaysia, Business and Economic Research conference Proceeding International,(2011)
  5. Okyere N.Y.D., Agyapong G.K.Q. and Nyarku K.M., The Effect of Marketing Communications on the Sales Performance of Ghana Telecom Vodafone, Ghana, (2011)
  6. International Journal of Marketing Studies, 3(4), 50-62 (2011)
  7. Odunlami I.B. and Ofoegbu O.E., Effect of marketing communication in promoting organizational sales. A case study of Sunshine Company, Journal of Emerging Trends in Economics and Management Sciences, 2(5), 408-412 (2011)
  8. Amoako G.K., Baah K.D., Dzogbenuku R.K. and Junior S.K., The effect of sponsorship on marketing communication performance: A case study of Airtel Ghana, African Journal of Marketing Management, 4(2), 65-79 (2012)
  9. Messah B.O. and Immaculate M.N., Effect of selected marketing communication tools on student enrolment in private universities in Kenya, European Journal of Business and Management, 3(3),172-205(2011)
  10. Churchill G.A. Jr. and Peter J.P., Marketing: Creating value for customers, New York: Irwin McGraw-Hill, (1998)
  11. Banerjee N., Siddhanta S. and Bandopadhyay G., The Effect of Marketing Communication on Sales Performance: A Study on the Personal Care Industry in India, European Journal of Social Sciences, 28(3), 308-319 (2012)
  12. Kotler P., Marketing Management, New Jersey: Person Education (2006)
  13. Kotler P., Marketing Management Millennium, (12th ed.), New Jersey: Pearson Education, Inc, (2002)
  14. Kazmi S.H. and Batra S.K., Introduction to Advertising and a Brief History, Advertising and Sales Promotion, Excel Books, New Delhi, (2008)
  15. Adebisi Y., Essential of Marketing Management, 1st ed, Lagos, Cilgal Publication (2006)
  16. Cole G., Management Theory and Practice, 5th Ed. Great Britain, Martins the Printers, (1996)
  17. Kotler P. and Armstrong G., Principles of marketing, (13thed.), Englewood Cliffs: Prentice Hall, (2010)
  18. Akanbi P.A. and Adeyeye T.C., The association between advertising and sales volume: A Case Study of Nigerian Bottling Company Plc, Journal of Emerging Trends in Economics and Management Sciences, 2(2), 117-123 (2011)
  19. Lopez E., Herrera F. and Rodreguez M.A., A Linguistic Decision Model For Promotion Mix Management Solved With Genetic Algorithms, Fuzzy Sets And Systems, 131, 47–61 (2002)
  20. Sandage C.H., Advertising Theory and Practice, R.D. Irwin(1999)
  21. Durmaz Y., A theoretical approach to the concept of advertising in marketing, International Journal of Economic Research, 2(6), 46-50 (2011)
  22. Boddewyn J. and Leardi M., Sales promotions: Practice, regulation and self regulation around the world, International journal of Advertising, 8(4), (1989)
  23. Odunlami I.B. and Ogunsiji A., Effect of Sales Promotion as a Tool on Organizational Performance: A case Study of Sunshine Plastic Company, Journal of Emerging Trends in Economics and Management Sciences, 2(1), 9-13 (2011)
  24. Rizvi N.Z., Malik S. and Zaidi S.F.B., Short term and long term impact of sales promotion on organizations’ Profitability: A comparative study between convenience and shopping goods, International Journal of Business and Management, 7(5), 247-255 (2012)
  25. De Pelsmacker P., Geuens M. and Van den Bergh J., Marketing communications A European perspective, England: Pearson Education Limited (2007)
  26. Paparoidamis N.G. and Guenzi P., An empirical investigation into the impact of relationship selling and LMX on salespeople's behavior and sales effectiveness, European Journal of Marketing, 43(7/8), 1053-1075 (2009)
  27. Brassington F. and Pettitt S., Principles of Marketing, 2ndEdition, Harlow, Pearson Education Limited, (2000)
  28. Belch G.E. and Belch M.A., Advertising and promotion: An integrated marketing perspective, (6th ed.), London: The MCGraw-Hill Companies, (2003)
  29. Hsieh A.T. and C. Kai Li, The moderating effect of brand Image on public relations perception and customer loyalty, Marketing Intelligence and Planning, 26(1), 26-42 (2008)
  30. Hanzaee K.H. and Farsani F.T., The effects of brand image and perceived public relation on customer loyalty, World Applied Sciences Journal, 13(2), 277-286 (2011)
  31. Serban C., Iconaru C., Macovei O.I. and Perju A., Modeling Romanian consumers’ behavior Case study: Cause-related marketing campaigns, Res. J. Recent Sci., 1(10), 27-32 (2012)
  32. Zamil A.M., The impact of word of mouth (WOM) on the purchasing decision of the Jordanian consumer, Research Journal of International Studies, 20, 24-29 (2011)