The impact of the marketing communication mix on revenue at Mobilink

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.