Keyword

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Abstract

This study sets out to examine the marketing culture of firms in the telecommunication industry and how it reflects to marketing effectiveness in Uganda. The main objective is to theoretically understand the relationship between marketing culture and marketing effectiveness and the practical orientation of the forward and backward linkages between the marketing culture of a firm and its marketing effectiveness as it is translated in the firm’s day-to-day operations. In order to understand marketing culture and marketing effectiveness in Uganda, Anderson’s Contingency-based theory was the basis of the theoretical orientation of this study, and from the literature reviewed a marketing culture-marketing effectiveness conceptual framework was also developed. A total sample of 240, that included 60 employees in the telecommunications sector and 180 customers were selected by both purposive and quota sampling respectively. The key results indicate that marketing culture possessed by the companies was different, and that the most pronounced component of the possessed marketing culture was external marketing behaviour. The findings of the study offer a sound basis for the telecommunications companies to improve their marketing culture in order to enjoy a sustainable marketing effectiveness scenario; have big managerial and organizational implications and the need to undertake a study on the effects of the individual components of marketing culture on marketing effectiveness


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