Promotional Strategy and Organizational Performance: Source from Systematic Review Literature

Abstract

Now’s a day promotion is become the engine of the business organization for their development. Promotional strategy is the most important and key issue of the organizations to make dimensional decisions. This strategy is the combination of different important elements like personal selling, sales promotion, advertisement, direct marketing and public relation or communication. Promotional strategy is a technical ways of building strong relationships with the customers to enhance the organization performance. The purpose of this review is to show the effects of promotional strategy on the organizational performance. The study uses systematic literature review methods by reviewing different previous empirical & theoretical studies or articles. This review included the concept of promotional strategy (advertisement, sales promotion, public relation, direct marketing and personal selling), as well as the concept of organizational performance. The reviewer used more than 25 articles to show the effect of promotional strategy on organizational performance. The review result shows that the individual promotional strategy has an impact on Organizational financial performance (profitability, growth, cash flow, liquidity), market performance (return to share holder, market value added, annual return), operational performance (market share, new product development, marketing effectiveness, goods/ service quality, customer satisfaction). Lastly the study concludes promotional strategy has significant effect on organizational performance.

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