Integrated marketing communications:pathway for enhancing client-costomer relationships

Kehinde Oladele Joseph ()
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Kehinde Oladele Joseph: Department Of Business Studies, Covenant University, Ota, P.O.Box 94, Ota, Ogun State, Nigeria

Manager Journal, 2010, vol. 12, issue 1, 117-129

Abstract: The strategic coordination of marketing communication tools is vital and highly crucial for every result driven organization today. Companies must be able to deliver the right message to their target audience in order to elicit the right results. The objectives of this paper amongst others are to: (i) ascertain whether proper implementation of Integrated Marketing Communications can help reduce the cost of marketing communication or promotional budget. (ii) Establish whether the use of integrated marketing communications by firm through its advertising agencies can bring about profitable long-term client-customer relationships. The paper raises two hypotheses, which are stated in the null form. These are: The more an organization adopts Integrated Marketing communications, the more fund it will spend on promotional activities in the long run, and the less an organization adopts IMC principles, the more profitable Client-Customer relationship it will build. The paper uses survey method with structured questionnaire to obtain data that were later analyzed with correlation coefficient and analysis of variance test statistics. (ANOVA). Findings show that company will be able to save cost on marketing communication and promote lasting long-term client-customer relationships, if they properly adopt integrated marketing communication principles. The paper makes valuable recommendations which users of IMC will find useful in the ever dynamic and highly competitive world of marketing

Keywords: Integration; Marketing; Communications; Enhanced; Relationships (search for similar items in EconPapers)
Date: 2010
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