Thesis Open Access
A Thesis submitted to Addis Ababa University, Faculty of Business and Economics in partial fulfillment of the requirements for the degree of masters in business administration
Redyet Nigussie
The purpose of the study was to analyze the relationship between promotional mix elements and performance of pharmaceutical companies in Addis Ababa. The study employed descriptive survey design and population consisted of all pharmaceutical product importers in Addis Ababa. Simple random sampling technique was employed to select the sample. Data was collected from the respondents using structured questionnaires and analyzed using descriptive statistics and statistical Package for Social Sciences (SPSS).The findings indicated that personal selling, sales promotion, advertising, public relation and direct marketing jointly explained 20.7% of variance in overall performance.
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- Publication date:
- January 1, 2019
- DOI:
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- Communities:
- License (for files):
- Creative Commons Attribution