THE ROLE OF HOLISTIC MARKETING IN ENHANCING SALES PERFORMANCE: INSIGHTS FROM THE NIGERIAN BREWERY INDUSTRY

This study examined holistic marketing approach on sales performance of the Nigerian Brewery. This research adopted quantitative research method, and obtained data from a survey of one hundred and seventy four (174) employees of the Nigerian Brewery Onitsha, Anambra State Nigeria. out of which one hundred and forty eight (148) responses were retrieved. Results from the descriptive and regression analysis revealed that internal marketing exerted a significant effect on the sales performance of the Nigerian Brewery Ontisha, Anambra State. Relationship Marketing also had a significant effect on the sales performance of Nigerian Brewery Onitsha, Anambra State. The study concluded that Holistic marketing approach has a significant effect on sales performance. It was recommended that managers should plan and design strategies to capture needs and expectations of customers in order to create continuous long-term relationships with them instead of using a lot of resources for searching for new ones.