The Influence of Successful Marketing Efforts on The Performance of Telecommunications Companies in Nigeria

Abstract

Promotional work has entirely different impacts on the actions of the customer and the purchasing of products. And only through educating consumers and influencing their beliefs and preferences about the company's goods can the company hope to boost its performance. the primary objective of this research study is to examine the impact of effective promotional activities on the organization performance of telecommunications companies in Nigeria: a case study of airtel nigeria telecommunications company. The result of the study showed that Personal Selling (PSE), Direct Marketing (DMA), and Public Relations (PRE), had significant positive effects on organization performance (ORP). Thus, hypotheses H1, H2, and H3 were supported. Promotional activities are directly and completely linked with organization performance and are considered a cornerstone for any company that desires success, continuity, expansion, and growth in the market. Among the important recommendations made by the research giving employees more creative opportunities and enhancing behavior patterns and attitudes toward their work, and future research should address policy formulation in the service field to improve organization performance through investment in employees, employment, and promotion policies.

Keywords: Critical Success Factors, Project Success, NGO Sector.