Holistical Marketing Approach and Sales Performance: Evidence from Brewery Sector in Nigeria
Abstract
This study examined holistic marketing approach on sales performance of the Nigerian Brewery. This research adopted quantitative research method, and obtained data from a survey of one hundred and seventy four (174) employees of the Nigerian Brewery Onitsha, Anambra State Nigeria. out of which one hundred and forty eight (148) responses were retrieved. Results from the descriptive and regression analysis revealed that internal marketing exerted a significant effect on the sales performance of the Nigerian Brewery Ontisha, Anambra State. Relationship Marketing also had a significant effect on the sales performance of Nigerian Brewery Onitsha, Anambra State. The study concluded that Holistic marketing approach has a significant effect on sales performance. It was recommended that managers should plan and design strategies to capture needs and expectations of customers in order to create continuous long-term relationships with them instead of using a lot of resources for searching for new ones.
Keywords
Holistic Marketing Approach
Internal Marketing
Relationship Marketing
Sales
References
Barzoki, A. S., & Ghujali, T. (2023). Study the relationship of internal marketing with job satisfaction, organizational commitment and organizational citizenship behavior. International Journal of Academic Research in Business and Social Sciences, 3(3), 33. Duffett, R. G. (2017). Exploring the role of social media in effective integrated marketing communication. Journal of Promotion Management, 23(5), 619-641. Egwuenu, A.S., lyadi, R. C & Olannye A. P. (2019). Trade fair and marketing performance. Nigeria Journal of Management Sciences, 7(1), 146–158. Eltayib N.H.E. & Ali A.B.M. (2022) The Effect of Internal Marketing Determinants on Employee Satisfaction, British Journal of Marketing Studies, 10(6),74-84 Gummeson, E. (2018). From marketing mix to relationship marketing: Towards a paradigm shift in marketing. Management Decision, 56(2), 223-239. Ighoroje, E. J. & Akpokerere O. E. (2022). Microfinance banks’ credit accessibility and poverty reduction in Nigeria. Journal of Finance & Accounting Research, 4(4), 162-168. Igwebuike, K.C & Iyadi, R.C. (2021). Marketing and the Politics of Economic Development: The Nigeria Experience. Journal of Management Sciences, 5(2), 29–35. Iyadi, R. C. & Edeme, N. C. (2022). Organizational culture and consumer buying behaviour: A focus on fashion industry in Nigeria. Journal of Xidian University, 16(12), 663-674. Iyadi, R. C. (2023). Social media platforms and consumer purchase behaviour: evidence from fashion industry in Nigeria. Journal of Xi'an University of Architecture & Technology, 15(6), 286-312. Iyadi, R. C (2022). Customer Relationship Management and Its Effect on Business Growth: A Focus on Microfinance Banks in Delta State, Nigeria. International Journal of Academic Accounting, Finance & Management Research(IJAAFMR), 6(7), 33-44. Iyadi, R. C. (2023). Niche marketing technique and firms survival in the Nigeria telecommunication sector. Journal of Emerging Trends in Management Sciences and Entrepreneurship, 5(1), 154–176. Iyadi, R.C & Assay, B. (2019). The impact of social media networks on insecurity in Nigeria. Lapai International Journal of Management and Social Sciences, l1(2),154-161. Iyadi, R.C & Christopher, N. C. (2022). Marketing research and organizational performance: A Study of Cadbury Nigeria Plc. International Journal of Intellectual Discourse, 221 – 233. Iyadi, R.C & Edeme, N.C. (2022). Consumer Behaviour Strategy and Consumer Purchase Intention of made Nigeria Fabrics: A study of Abraka, Delta State, Nigeria. Journal of Management Sciences, 20(1)22–39. Iyadi, R.C & Egwuenu, S.A (2017). Impact of service scape on customer loyalty in the fast food industry in Asaba. International Journal of Economic Perspective, 11(1), 30-45. Iyadi, R.C & Itimi, L. (2023). Sustainability: A focus on fast consumer moving goods firms in Nigeria. British Journal of Business and Marketing Research, 6(5), 1-17. Iyadi, R.C & Obialor I.C. (2019). Service delivery in electricity subsector of Nigeria Economy. Lapai International Journal of Management and Social Sciences, 11(2), 283-287. Iyadi, R.C & Ojumude, M. J. (2023). Product positioning strategies and customer patronage. Advance Journal of Economics and Marketing Research, 8(9), 1–16. Iyadi, R.C & Oruakpor, J. (2023). Services uniqueness and sales force creativity in the Nigeria Telecommunication Sector. European Journal of Marketing and Management Sciences, 6(5), 1- 12. Iyadi, R.C. & Sado, P. (2023). Marketing strategies and consumer purchase behaviour: A focus on manufacturing firms. Advance Journal of Business and Entrepreneurship Development, 7(5), 1- 24. Iyadi, R.C. (2023). Customer complain handling strategies and customer retention: evidence from bakery sub-sector of food processing industry in Nigeria. Journal of Management and Entrepreneurship Research, 5(6), 1036-1053. Iyadi, R.C. (2023). Social media platforms and consumer purchase behaviour: A evidence from fashion industry in Nigeria. Journal of Xi’an University of Architecture and Technology, 15(6), 286–312. Iyadi, R.C., Kifordu, A.A, & Ofili, P.N (2020). The impact of public relations in managing students related crisis in Nigeria Tertiary Institutions. International Journal of Advanced Science and Technology, 29(7), 14297-14308. Jomon J.M, (2021). Influence of holistic marketing strategy on business performance of service firms. Palarch’s Journal of Archaeology of Egypt/Egyptology 18(1). ISSN 1567-214x Kifordu; A. A., Ogala, S. C. & lyadi, R. C. (2022). Relationship between technological disruption and business performance in Nigeria: Covid-19 in Focus. The Academy of Management (TAMN) Journal, 17(3), 129-138. Kotler, P., Armstrong, G., Ang, S. W., Leong, S. M., Tan, C. T., & Yau, O. (2012). Principles of marketing: A global perspective. Research collection Lee Kong Chian School of Business. Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital. John Wiley & Sons. Kuncoro, A., Ristanto, H., Suroso, I., & Elfaz, M. A. (2022). Holistic marketing: Integrated marketing and relationship marketing impact to marketing performance. International Journal of Health Sciences, 6(S4), 421–430. https://doi.org/10.53730/ijhs.v6nS4.5526 Li, Y., Chen, X., & Cao, X. (2021). The impact of strategic planning on organizational performance: A meta-analysis. Journal of Business Research, 131, 661-670. Ngo, L. V., & O'Cass, A. (2020). Holistic marketing, innovation capability, and firm performance: A study of Vietnamese SMEs. Journal of Business Research, 116, 270- 280. Oiku, P.O., & Adeyeye, T.C., (2023). Effects of Holistic Marketing on Organizational Performance. British Journal of Management and Marketing Studies ISSN: 2689-5072. 6(3), 2023 (117-127). Onuorah, A.C. , Iyadi, R. C. Kifordu, A. A. & Ofili, P. N. (2022). Financial creativity and innovative marketing on business performance: A collaborative study of selected commercial banks in Nigeria. International Journal of Advance Science and Technology, 14297-14308. Sadeghloo, M., Nodeh, Z. H., & Rajabloo, R (2014). The relationship between internal marketing and organizational commitment in Golestan's sports and youth offices. Sarstedt, M., Wilczek, E., & Melewar, T. C. (2019). The effects of brand purpose and brand love on employee engagement and satisfaction. Journal of Business Research, 96, 343-354. Tarurhor, M. E., Aruoren, A. A. & Owolabi, E .E. (2022). Inventory management and firms performance of listed manufacturing firms in Nigeria. Innovations, 68(4), 548-560. Zeithaml, V. A., & Bitner, M. J. (2003). Services Marketing (International Edition). Singapore: McGraw Hill Companies, Inc
