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THE EFFECTIVE MARKETING COMMUNICATION AS A TOOL FOR GREATER PRODUCTIVITY IN ORGANIZATION

THE EFFECTIVE MARKETING COMMUNICATION AS A TOOL FOR GREATER PRODUCTIVITY IN ORGANIZATION

ABSTRACT

This work is aimed at critically examining effective marketing communication as a tool for greater productivity in an organization a special reference to union bank Nigeria Plc eastern area was used as a case study. Literatures related to the subject were reviewed. primarily and secondary data  were collected  through the use of questionnaire interviews and form text journals and the company’s record that face to face marketing communication is not common between the top management and the subordinate. For communication to be effective in the organization the following factors must be observed and maintained. Management must develop good communication skill, a common language should be used for better understanding of marketing communication intents, subordinates views should be sought before making decisions. We therefore recommend that to facilitate instruction, the employee responsible for excursion should be solved. Organization should therefore encourage up-ward communication to obtain information maintain good relationship with the workers in order to have effective marketing communication in an organization.

THE EFFECTIVE MARKETING COMMUNICATION AS A TOOL FOR GREATER PRODUCTIVITY IN ORGANIZATION

1.7 DEFINITION OF TERMS

Marketing:

       This can be defined as the promotion distribution and selling of product or service, include market research and advertising.

Communication:

       This has been defined by different authorities but the adopted for this research work is that of Nwachukwu “Communication is the transfer of ideas from sender to the receiver.

Organization:

       Organization is a stable system of individual who tighter to achieve through a hierarchy of ranks and division of labour common goals.

Communication process:

       This is the transmitting message from sender to receiver. It describes the means of passing message from sender to the receiver of the message.

Worker:

This refers to those who are working in the organization to improve standard of living.

Management:

Is a social entailing responsible for the effective and economical planning and regulations of operations of an enterprise, in fulfillment of a given purpose of task, it is implementation and formulation of policy.

Feedback:

       Response by a message received which includes whether or not the message has been understood.

Encoding:

       The translation mental perception in some sort of communication code.

Grapevine:

       The grapevine is the position counter part of rumour in an informal system, but the person who gives out the information may not be easy to find.

Rumor:

       This refers to unofficial and unconfirmed information sent through interpersonal channels. This is no clear out evidence to where the information is carried him.

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