International Review of Business Research Papers
Vol. 13. No. 2., September 2017, Pages: 78 – 99
Impact of Performance Marketing on the Business Growth of Mobile Telecom Industry: An Empirical Study
The mobile telecom industry has witnessed tremendous growth with the improvement of its performance in various criterions after the gradual shift from regulated to deregulated policy framework in the country. However, the earlier research findings seem to be inadequate to exhibit the challenges and opportunities and their impact on the respective arena. So, this indicates to the research problem since there is a research gap. This is the reason which motivated to endeavor a primary survey during the month of October 15, 2016 to November 14, 2016 to examine the impact of performance marketing practice of the operators on their business growth. From the findings of this survey result, six major implications have been found namely i) technological, ii) legal, iii) ethical, iv) political & economic, v) social and vi) prevention of environmental pollution approaches for the concerned marketers to ensure stable business growth of this industry.