Abstract

<p>This study examined holistic marketing approach on sales performance of the Nigerian Brewery. This research adopted quantitative research method, and obtained data from a survey of one hundred and seventy-four (174) employees of the Nigerian Brewery Onitsha, Anambra State Nigeria. out of which one hundred and forty-eight (148) responses were retrieved. Results from the descriptive and regression analysis revealed that internal marketing exerted a significant effect on the sales performance of the Nigerian Brewery Onitsha, Anambra State. Relationship Marketing also had a significant effect on the sales performance of Nigerian Brewery Onitsha, Anambra State. The study concluded that Holistic marketing approach has a significant effect on sales performance. It was recommended that managers should plan and design strategies to capture needs and expectations of customers in order to create continuous long-term relationships with them instead of using a lot of resources for searching for new ones</p>