Effect Of Marketing Innovation On Organization Sales Turnover (A Study Of Selected Beverage Companies In Anambra State)
Emma Ezenyilimba Ph.D
Department of Marketing, Nnamdi Azikiwe University Awka
Mbah Chris Chukwuemeka Ph.D
Department of Marketing, Faculty of Management Sciences, Enugu State University of Science and Technology
Eze Jude Obinna
Department of Marketing, Faculty of Management Sciences, Enugu State University of Science and Technology
Keywords: Marketing Innovation, Organization Sales Turnover
Abstract
This research study investigates the relationship between marketing innovations on sales turnover of the beverage sector in Anambra State. The independent variables are marketing innovation and organizational innovation while sale performance is the dependent variables. The research used survey research in which questionnaire is administered to 310 employees that are concerned with innovation in beverage industry present in Anambra State to ensure reasonable response. The data was analyzed through the SPS v.20 software. Results showed that marketing innovation and organizational innovation has a positive impact on sales performance. The research recommends that beverage companies should create research and development department that will fully focus on marketing innovation and development