Impact of Integrated Marketing on the Business Growth of Mobile Telecom Industry: An Empirical Study from Bangladesh Perspectives

Surajit Sarbabidya

Bangladesh is one of the fastest growing nations in the perspective of mobile telecommunications support area. It went through a large modification of legal and economic issues to make a level playing field for this industry player(s). The result of which is exhibited from the increased number of competitors among the mobile telecommunication service providers. This has been demonstrated from the increasing difficulties and possibilities in the marketplace. To make sure constant development of the mobile telecommunications business in such situation, integrated marketing practice has been found significant for the providers from the findings of the past research studies and the results of factor analysis based on a recent survey from the month of January to March, 2017 on 577 participants through judgment sampling. The study, in this perspective, exhibits two (2) major components as findings namely functionally integrated core marketing mix and integrated value chain to make sure a constant development of this industry.

DOI : https://doi.org/10.21102/jbpr.2018.07.131.04