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PROJECT TOPIC: THE EFFECTIVE MARKETING COMMUNICATION AS A TOOL FOR GREATER PRODUCTIVITY IN ORGANIZATION

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CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND OF THE STUDY

Despite the vital role marketing communication plays in the day to day running of an organization there are still numerous cases of ineffective communication in many organizations. The cause of marketing communication problem in the organization could be distributed to the following factors of variables.

When the management of an organization is friendly and less a good working report communication tends to be effective. But as soon as members of the organization engage in mutual distrust resentment gossip or when there are feeling of incompetence and insecurity. There is bound to ineffective marketing communication.

        Moreover, ineffective marketing communication in an organization could as well be a deliberate action of the receiver of the sender inability of the sender to properly encode and transmit the message situation about where the subordinate failed to carry a directive because though the superior is not serious.


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