THE RELATIONSHIP BETWEEN MARKETING COMMUNICATION AND MARKETING PERFORMANCE OF POST BOX SERVICES: A CASE STUDY OF POSTA UGANDA.

Abstract

The study set out to examine the relationship between marketing communication and marketing performance of post box services at Posta Uganda. It adapted a cross-sectional survey and data was collected from a sample size of 199 using self administered questionnaires and interviews. The objectives of the study were: to establish the relationship and influence advertising, public relation relations, personal selling and sale promotion has on marketing performance of Post Box Services at Posta Uganda. The findings of the study revealed that: there is a positive moderate relationship between advertising and marketing performance, Public relations has a strong relationship and positively, sales promotion also has a positive relationship and personal selling has a strong relationship and positively influence marketing performance of post box services. The study concluded that comprehensive planning of advertising and public relations campaigns improves marketing performance, careful planning and execution of sales promotion leads to improved marketing performance and management of personal selling was very vital to improve marketing performance. It was therefore recommended that Posta should take deliberate action to advertise post box services, come up with a public relations strategy to address how public relations activities are executed, implement well planned sales promotion campaign and effectively manage its sales team to improve marketing performance of post box services. Conclusively results indicate that the four component of marketing communication can predict up to 41.2% of the variance in marketing performance. So it’s highly recommended that the company takes deliberate action to actively engage in marketing communication activities to improve marketing performance of post box services.