MANAGEMENT OF PROMOTIONAL ACTIVITIES IN THE SERVICE INDUSTRIES
(A CASE STUDY OF NICON NOGA HILTON HOTEL, ABUJA)
By
Author
Presented To
Department of Administration
ABSTRACT
PLEASE NOTE:
Organisations are established to produce goods and services to meet consumers wants. Efforts must, however be made to sell goods and services to the ultimate consumers, since products locked up in wharehouses do not satisfy human wants.
In today's turbulent environment in which businesses operate, there is a need for better marketing if success is to
be ensured. One element of the marketing mix that a firm can effectively use in its strategic decisions is promotion.
Unfortunately, there is a tendency to see marketing as being more relevant to sellers of tangible products.
This research was undertaken to show promotion in action (managerial aspect) in the service industries using NICON NOGA
HILTON HOTEL, Abuja as a reference point.
The information gathered through questionnaire, interview and personal observation show that the hotel suffers from low room occupancy rate raverage of about 40%), it is yet to tap the potentials of television advertising, and its two sales representatives are considered inadequate to effectively cover its target market.
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