MANAGEMENT OF PROMOTIONAL ACTIVITIES IN THE SERVICE INDUSTRIES: A CASE STUDY OF NICON NOGA HILTON HOTEL, ABUJA
MANAGEMENT OF PROMOTIONAL ACTIVITIES IN THE SERVICE INDUSTRIES: A CASE STUDY OF NICON NOGA HILTON HOTEL, ABUJA
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Date
1996-01
Authors
ALEGE, ISHOLA
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Abstract
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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MANAGEMENT OF PROMOTIONAL ACTIVITIES IN THE SERVICE INDUSTRIES:, A CASE STUDY OF NICON NOGA HILTON HOTEL, ABUJA