PROMOTION: AN EFFECTIVE MARKETING STRATEGIES IN BUSINESS ORGANIZATION IN NIGERIA

CHAPTER ONE
INTRODUCTION
1.1   Background of the Study
Nowadays, most business organizations have come to realize the importance and role of marketing in their organization. Just because there is need to encourage the demand of goods and services which can be done through their identifying, anticipating and satisfying the needs of consumer’s profitability. And all these can be done through all the promotional tools which are; 1. Advertising; 2. Sales Promotion; 3. Publicity 4. Personal selling.
Most marketing practitioners have come to realize that they are operating in a competitive environment, in which every organization is striving to succeed. Promotion can be seen as a process or means of communication, and it has played an important role in business organizations because an organization that does not communicate itself to the public is far from reaching its goals that is why the roles of marketing manager has been re-organized in business organization in Nigeria especially Zartech Limited. Although “all promotion is communication but not all communications are promotion”. Therefore, promotion has been seen as an effective marketing strategy in most business organization in Nigeria simply because it provides information that attracts consumers, and influence consumers behaviour.