CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
The need for
an organization to properly coordinate its marketing communications
strategies in order to deliver a clear, consistent, credible and
competitive message about itself and its product has become a challenge
today for every result oriented firm. Effective marketing communications
should therefore be an integral part of every efficient and result
driven organization. How innovative and creative marketing
communications practitioners are inappropriately combining, coordinating
and efficiently using marketing communication tools will have great
impact on their companies’ products/services and by extension, on such
products’ market share. This again could pose serious challenge to
competing companies across markets in the country.
