INTEGRATED MARKETING COMMUNICATION AND LOYALTY MODEL
نویسندگان
چکیده
منابع مشابه
Integrated Marketing Communication
Integrated marketing communication (IMC) emerged during the late twentieth century and its importance has been growing ever since (Grove, Carlson, and Dorsch, 2002; Cornelissen, 2001; Hartley and Pickton, 1999). Owing to the impact of information technology, changes came about in the domains of marketing and marketing communications which led to the emergence of IMC (Kitchen et al., 2004a; Phel...
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The cost efficiency and diversity of digital channels facilitate marketers’ frequent and interactive communication with their customers. Digital channels like the Internet, email, mobile phones and digital television offer new prospects to cultivate customer relationships. However, there are a few models explaining how digital marketing communication (DMC) works from a relationship marketing pe...
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Modern Marketing calls for more than developing a good product, pricing it attractively, and making it accessible. Companies must also communicate with present and potential stakeholders as well as the general public. For most companies, the question is not whether to communicate but rather what to say, to whom, and how often. In fact, every brand contact delivers an impression that can affect ...
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Purpose – The purpose of this paper is to investigate the particularities of integrated marketing communication (IMC) in the online environment. Design/methodology/approach – Both secondary and primary data (face-to-face interviews with 29 marketing or communication managers of UK online consumer retail firms) are analysed in order to identify the various meanings of the integrated online marke...
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Very little is known empirically about customer loyalty to frequently-bought goods over the long term (e.g. over five years or more, or over hundreds of purchases). In this paper we first explore patterns of long-run loyalty in two very different markets; a consumer market – laundry detergents, and a more frequently-used quasi-industrial market – the prescribing of antihypertensive drugs. Secon...
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ژورنال
عنوان ژورنال: International Journal of Islamic Business Ethics
سال: 2017
ISSN: 2502-4647,2502-0633
DOI: 10.30659/ijibe.2.1.245-261