| dc.description.abstract | This research study was intended to examine the role of strategic marketing on sales performance
at Riley Packaging Company Limited. Chapter one explorers the background of the research
problem, the statement of the problem, the general objective of the study which aimed at
assessing the effect of advertising on sales performance and the specific objectives of the study
which focused on examining the role of print advertising, out-door advertising and specialty
advertising on sales performance.
Chapter two introduces and discusses the literature review on the relationship between strategic
marketing and sales performance. It encompasses the meaning of strategic marketing, nature of
strategic marketing, and the roles of strategic marketing. The chapter also discusses a detailed
overview of the marketing strategies including price, product and promotion. An assessment of
the relationship between the marketing strategies of product, price and promotion is also given in
relation to sales performance of Riley Packaging Company Limited as an organisation.
Chapter three specifically presents the research methodology of the research study. In general,
the research methodology is the blue print or the plan that enabled the researcher to gather the
necessary research data. In essence, the methodology presents the research design, the research
data sources, methods and tools for data collection, data management, reliability and validity and
the ethical principles that were used for gathering the research data.
Chapter four presents, analyses, and discusses the findings of the research study on strategic
marketing and sales performance.
Chapter five of the report gives a summary, general conclusion, recommendations and the further
areas for future research studies. | en_US |
