Abstract:
Mobilink is the market leader in the telecommunication industry of Pakistan. The Marketing
communication mix (the Marcomm mix) developed and used atMobilink was the subject of
scrutiny for this thesis and its effect on the revenue was studied in detail. The individual
effect of the components of the marketing communications mix on revenue was studied. The
components of the marketing communications mix (advertising, sales promotions, events and
experiences, direct marketing, personal selling, public relations (PR) and publicity,
interactive marketing) were considered as the independent variables, while revenue was the
dependent variable. 59 questionnaires were distributed amongst Mobilink employees working
in the marketing department of which 54 were returned on the basis of which the results were
compiled.
