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Integrated Communication €“ Creating The Right Relations With The Right Customers Title

Author

Listed:
  • Ana-Maria Stoica

    (University Spiru Haret Bucharest)

  • Raluca-Ionela Cretoiu

    (University Spiru Haret Bucharest)

Abstract

Integrated marketing communication is an essential concept used in clarifying andmanaging lucrative relations with the employees, consumers and shareholders and sending auniform message to provide coherence and the maximum impact of communication as far asorganization and its products in all the relation points. In order to provide the success of such an approach the person doing the marketingcommunication must be headed for observing the steps, as follows: recognizing the target audience,setting communication objectives, creating the message, structuring integrated efficientcommunication and promotion programs, by choosing both the personal and impersonalcommunication paths of the message, in order to emphasize the expected feedback from potentialand present customers. Hence, the purpose of integrated marketing communication is the simplicityof the message and the use of various online and offline communication means by improving thepotential of the company so as to send the right message to the right customers at the right time andplace.

Suggested Citation

  • Ana-Maria Stoica & Raluca-Ionela Cretoiu, 2009. "Integrated Communication €“ Creating The Right Relations With The Right Customers Title," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(11), pages 1-53.
  • Handle: RePEc:alu:journl:v:2:y:2009:i:11:p:53
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    More about this item

    Keywords

    customer; feedback; integrated marketing communication;

    JEL classification:

    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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