The Effects of Promotional Mix Strategies on Organizational Performance: Evidence from Systematic Review of Literature

Oliyad Ejeta Abdeta; Shimels Zewdie

doi:doi:10.11648/j.ijber.20211006.14

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The Effects of Promotional Mix Strategies on Organizational Performance: Evidence from Systematic Review of Literature

Oliyad Ejeta Abdeta, Shimels Zewdie

Published in International Journal of Business and Economics Research (Volume 10, Issue 6)

Received: 29 October 2021 Accepted: 19 November 2021 Published: 24 December 2021

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Abstract

Currently, promotional mix becomes necessary for business success. A marketing strategy contains the company's value proposition, key brand messaging, data on target customer demographics, and other high-level elements. Promotional strategy helps organization through building customer relationship which affects the organizational performance. The researchers used systematic literature review method. This systematic literature reviewed cover major promotional strategy such as sales promotion, advertising, public relation, direct marketing and personal selling. The qualitative analysis carried out on the existence of promotional strategies significance on organizational performance. This analysis of this reviewed articles were passed different reviewing stages. Managers/leaders, scholars and different eminent group will be beneficiary of this seminar. The seminar was provided theoretical and empirical literatures on promotional strategy and performance to provide detail information and give deep knowledge for the readers. The results indicated that promotion has impact on organizational performance, sales promotion has impact on sales volume, market share and profitability of the firms, advertising has impact on organizational performance, public relation has impact on organizational performance and direct marketing has impact on organizational performance. Finally, the researcher concluded that in order to generalize and taking them into local bases the scholars finding will be demand further research on the subject area.

Published in	International Journal of Business and Economics Research (Volume 10, Issue 6)
DOI	10.11648/j.ijber.20211006.14
Page(s)	236-245
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

Promotional Strategy, Organizational Performance, Systematic Review

References

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APA Style

Oliyad Ejeta Abdeta, Shimels Zewdie. (2021). The Effects of Promotional Mix Strategies on Organizational Performance: Evidence from Systematic Review of Literature. International Journal of Business and Economics Research, 10(6), 236-245. https://doi.org/10.11648/j.ijber.20211006.14

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ACS Style

Oliyad Ejeta Abdeta; Shimels Zewdie. The Effects of Promotional Mix Strategies on Organizational Performance: Evidence from Systematic Review of Literature. Int. J. Bus. Econ. Res. 2021, 10(6), 236-245. doi: 10.11648/j.ijber.20211006.14

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AMA Style

Oliyad Ejeta Abdeta, Shimels Zewdie. The Effects of Promotional Mix Strategies on Organizational Performance: Evidence from Systematic Review of Literature. Int J Bus Econ Res. 2021;10(6):236-245. doi: 10.11648/j.ijber.20211006.14

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@article{10.11648/j.ijber.20211006.14,
  author = {Oliyad Ejeta Abdeta and Shimels Zewdie},
  title = {The Effects of Promotional Mix Strategies on Organizational Performance: Evidence from Systematic Review of Literature},
  journal = {International Journal of Business and Economics Research},
  volume = {10},
  number = {6},
  pages = {236-245},
  doi = {10.11648/j.ijber.20211006.14},
  url = {https://doi.org/10.11648/j.ijber.20211006.14},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijber.20211006.14},
  abstract = {Currently, promotional mix becomes necessary for business success. A marketing strategy contains the company's value proposition, key brand messaging, data on target customer demographics, and other high-level elements. Promotional strategy helps organization through building customer relationship which affects the organizational performance. The researchers used systematic literature review method. This systematic literature reviewed cover major promotional strategy such as sales promotion, advertising, public relation, direct marketing and personal selling. The qualitative analysis carried out on the existence of promotional strategies significance on organizational performance. This analysis of this reviewed articles were passed different reviewing stages. Managers/leaders, scholars and different eminent group will be beneficiary of this seminar. The seminar was provided theoretical and empirical literatures on promotional strategy and performance to provide detail information and give deep knowledge for the readers. The results indicated that promotion has impact on organizational performance, sales promotion has impact on sales volume, market share and profitability of the firms, advertising has impact on organizational performance, public relation has impact on organizational performance and direct marketing has impact on organizational performance. Finally, the researcher concluded that in order to generalize and taking them into local bases the scholars finding will be demand further research on the subject area.},
 year = {2021}
}

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TY - JOUR
T1 - The Effects of Promotional Mix Strategies on Organizational Performance: Evidence from Systematic Review of Literature
AU - Oliyad Ejeta Abdeta
AU - Shimels Zewdie
Y1 - 2021/12/24
PY - 2021
N1 - https://doi.org/10.11648/j.ijber.20211006.14
DO - 10.11648/j.ijber.20211006.14
T2 - International Journal of Business and Economics Research
JF - International Journal of Business and Economics Research
JO - International Journal of Business and Economics Research
SP - 236
EP - 245
PB - Science Publishing Group
SN - 2328-756X
UR - https://doi.org/10.11648/j.ijber.20211006.14
AB - Currently, promotional mix becomes necessary for business success. A marketing strategy contains the company's value proposition, key brand messaging, data on target customer demographics, and other high-level elements. Promotional strategy helps organization through building customer relationship which affects the organizational performance. The researchers used systematic literature review method. This systematic literature reviewed cover major promotional strategy such as sales promotion, advertising, public relation, direct marketing and personal selling. The qualitative analysis carried out on the existence of promotional strategies significance on organizational performance. This analysis of this reviewed articles were passed different reviewing stages. Managers/leaders, scholars and different eminent group will be beneficiary of this seminar. The seminar was provided theoretical and empirical literatures on promotional strategy and performance to provide detail information and give deep knowledge for the readers. The results indicated that promotion has impact on organizational performance, sales promotion has impact on sales volume, market share and profitability of the firms, advertising has impact on organizational performance, public relation has impact on organizational performance and direct marketing has impact on organizational performance. Finally, the researcher concluded that in order to generalize and taking them into local bases the scholars finding will be demand further research on the subject area.
VL - 10
IS - 6
ER -

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Author Information

Oliyad Ejeta Abdeta

Marketing Management, College of Business and Economics, Wollega University, Nekemte, Ethiopia
Shimels Zewdie

Management, College of Business and Economics, Jimma University, Jimma, Ethiopia

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APA Style

Oliyad Ejeta Abdeta, Shimels Zewdie. (2021). The Effects of Promotional Mix Strategies on Organizational Performance: Evidence from Systematic Review of Literature. International Journal of Business and Economics Research, 10(6), 236-245. https://doi.org/10.11648/j.ijber.20211006.14

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ACS Style

Oliyad Ejeta Abdeta; Shimels Zewdie. The Effects of Promotional Mix Strategies on Organizational Performance: Evidence from Systematic Review of Literature. Int. J. Bus. Econ. Res. 2021, 10(6), 236-245. doi: 10.11648/j.ijber.20211006.14

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AMA Style

Oliyad Ejeta Abdeta, Shimels Zewdie. The Effects of Promotional Mix Strategies on Organizational Performance: Evidence from Systematic Review of Literature. Int J Bus Econ Res. 2021;10(6):236-245. doi: 10.11648/j.ijber.20211006.14

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@article{10.11648/j.ijber.20211006.14,
  author = {Oliyad Ejeta Abdeta and Shimels Zewdie},
  title = {The Effects of Promotional Mix Strategies on Organizational Performance: Evidence from Systematic Review of Literature},
  journal = {International Journal of Business and Economics Research},
  volume = {10},
  number = {6},
  pages = {236-245},
  doi = {10.11648/j.ijber.20211006.14},
  url = {https://doi.org/10.11648/j.ijber.20211006.14},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijber.20211006.14},
  abstract = {Currently, promotional mix becomes necessary for business success. A marketing strategy contains the company's value proposition, key brand messaging, data on target customer demographics, and other high-level elements. Promotional strategy helps organization through building customer relationship which affects the organizational performance. The researchers used systematic literature review method. This systematic literature reviewed cover major promotional strategy such as sales promotion, advertising, public relation, direct marketing and personal selling. The qualitative analysis carried out on the existence of promotional strategies significance on organizational performance. This analysis of this reviewed articles were passed different reviewing stages. Managers/leaders, scholars and different eminent group will be beneficiary of this seminar. The seminar was provided theoretical and empirical literatures on promotional strategy and performance to provide detail information and give deep knowledge for the readers. The results indicated that promotion has impact on organizational performance, sales promotion has impact on sales volume, market share and profitability of the firms, advertising has impact on organizational performance, public relation has impact on organizational performance and direct marketing has impact on organizational performance. Finally, the researcher concluded that in order to generalize and taking them into local bases the scholars finding will be demand further research on the subject area.},
 year = {2021}
}

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