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Relationship Marketing: The Antidote For Effective Sales Performance In The Nigerian Banking Industry.
The primary objective of the article was to determine the relationship between relationship-marketing and sales performance. The study explored the ways in which sales performance can be achieved through the use of relationship marketing. Both descriptive and inferential statistics were employed in this research. Three hypotheses were formulated: organization needs relationship marketing in its competitive drive. Relationship marketing improves sales performance and relationship marketing, favorably helps in competitive management. The study was based on data collected from banks in Sango, Ogun State, Nigeria through the administration of questionnaires. Data collected were analyze
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