EFFECTIVE MARKETING COMMUNICATION AS A TOOL FOR GREATER PRODUCTIVITY IN ORGANIZATION (A CASE STUDY OF UNION PLC AWKA)
This work is aimed at critically examining effective marketing communication as a tool for greater productivity in an organization a special reference to union bank Nigeria Plc eastern area was used as a case study. Literatures related to the subject were reviewed. primarily and secondary data were collected through the use of questionnaire interviews and form text journals and the company’s record that face to face marketing communication is not common between the top management and the subordinate. For communication to be effective in the organization the following factors must be observed and maintained. Management must develop good communication skill, a common language should be used for better understanding of marketing communication intents, subordinates views should be sought before making decisions. We therefore recommend that to facilitate instruction, the employee responsible for excursion should be solved. Organization should therefore encourage up-ward communication to obtain information maintain good relationship with the workers in order to have effective marketing communication in an organization.
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.
Ineffective marketing communication could be due to over loading of information. Too much marketing communication best town the entire system judicious selection of information helps to avoid dogging the entire system with irrelevant information in organization where there is too many memorandum floating around the management from the habit of not reading their meals and therefore refers to these mails as junks. Mean while mechanical insufficiency leads to ineffective in our organization lack of proper facilities like telex telegraphs and ox telephone etc. which is being used for sending and as well as receiving urgent business information causes breakdown in communication process.
THE EFFECTIVE MARKETING COMMUNICATION AS A TOOL FOR GREATER PRODUCTIVITY IN ORGANIZATION (A CASE STUDY OF UNION PLC AWKA)
STATEMENT OF THE PROBLEM.
Below are the problems facing Union Bank of Nigeria Plc Awka.
- There is communication gap between the bank and its customers.
- Poor management of innovation examples E Banking .
- Poor rendering of services.
- Poor management of resources.
- Lack of equality in the level of management.
- Lack of direct contact between the top management and the lower management.