An empirical analysis on the effects of marketing communications on market share adjustment

• Main Authors: Somayeh Hozouri, Mojgan pazuki
• Format: Article
• Language: English
• Published: Growing Science 2014-01-01
• Series: Management Science Letters
• Subjects: Irancell; Factor analysis; Marketing planning; Mobile
• Online Access: http://www.growingscience.com/msl/Vol4/msl_2013_351.pdf

During the past few years, there has been growing competition between two primary sources of mobile service providers including Hamrah Aval and Irancell in Iran. The competition is so tight that both service providers have spent significant amount of money on marketing planning. Therefore, it is necessary to find important factors influencing on better marketing planning. This paper presents an investigation to analyze the effects of marketing communications on market share adjustment. The proposed study of this paper has used principle component analysis and it has detected four factors environment issues, marketing organization, market development and relationship oriented.