Abstract: The contemporary business landscape is characterized by a complex interplay of internal and external factors that shape sales growth. Amidst fierce competition, firms constantly strive for market supremacy, endeavoring to differentiate themselves from their peers. At the heart of this pursuit lies the efficacy of marketing communication strategies, which are instrumental in both attracting and retaining customers. Despite concerted efforts, however, sales growth among selected juice manufacturing companies in Lagos State, Nigeria, has failed to meet expectations.....
Keywords: Advertising, Direct marketing, Competitive advantage, profitability, Firm performance
[1]
Abbas, J., Wang, D., Su, Z., And Ziapour, A. (2021). The Role Of Social Media In The Advent Of Covid-19 Pandemic: Crisis Management, Mental Health Challenges And Implications. Risk Management And Healthcare Policy, 14, 1917–1932. Doi: 10.2147/ Rmhp.S284313
[2]
Abdul, K., Syamsul, R., & Herman, S. (2020). Personal Selling, Sales Promotion, And Intention Revisit: The Mediating Role Of Reputation. European Journal Of Business And Management Research 5 (6), 1-6.
Http://Dx.Doi.Org/10.24018/Ejbmr.2020.5.6.645
[3]
Abiodun, O. (2023). Data Analytics And Marketing Communication Performance Of Nigerian Organisations. British Journal Of Management And Marketing Studies 6(3), 50-56.
[4]
Adegbite, G.A. Ademola, J.A., & Solomon, A.O. (2019). The Effect Of Personal Selling And Marketing On Firm Sales Growth (A Study Of Pz And Dangote Nigeria Plc). Journal Of Business Management 5(1), 19-35.
[5]
Adefulu, A. D., Asikhia U. O., Makinde G. O., & Abiodun E. A. (2020). Strategic Marketing, Innovation Culture And Competitive Advantage Of Selected Petroleum Products Marketing Companies:
Evidence From Nigeria. Journal Of Business And Management 22(3), 60-70.
Doi: 10.9790/487x-2203056070.