EVOLUTION OF THE MAIN MODELS OF INTEGRATED MARKETING COMMUNICATIONS WHO HAVE THE ROLE TO INFLUENCE CONSUMER BUYING BEHAVIOR

Oancea Olimpia Elena Mihaela and Brinzea Victoria Mihaela
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Oancea Olimpia Elena Mihaela: UNIVERSITY OF PITESTI
Brinzea Victoria Mihaela: UNIVERSITY OF PITESTI

Annals - Economy Series, 2015, vol. 1II, 251-258

Abstract: The models of integrated marketing communication have become today a very useful tool, that can provide companies a sustainable competitive advantage. The integrated marketing communication identifies with today's market dynamics and learn organizations how easy it can be to prosper in an environment where there are produced changes in an alarming way. In an economy with a strong competition character, organizations must capitalize integrated marketing communication in a way more efficiently, for to ensure the creation and maintenance of longterm relationships with current and potential customers. A product or a brand exist in the consumer's mind there not only because of experience with it, but also due to the medium and long term effects on that a message built on base the wishes, expectations or consumer preferences is transmitted simultaneously through as many tools of communication. Building and managing relationships with consumers can have a direct and positive effect on efficiency of the results of communication of a company. Changes in the business environment, along with technological innovation, increasing consumer sophistication and changes in marketing communications practices, have led organizations to seek to improve relationships with their consumers, and to strive to deliver consistent messages to all stakeholders - consumers, employees, company partners, the state, local governments, suppliers - across a wide range of integrated marketing communications channels.Therefore, the purpose of this article is to identify and analyze the main models of integrated marketing communication that can influence the consumer behaviour.

Keywords: integrated marketing communication; consumer behavior; communication models; efficiency; message. (search for similar items in EconPapers)
Date: 2015
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