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Effect of integrated marketing communication tools in enhancing employee performance

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  • Samarth Singh
  • Maitri

Abstract

In the marketing field, integrated marketing communication (IMC) strategies are regarded to provide key competitive benefits pertinent to customer relationship management (CRM), according to numerous researchers. To ameliorate employee performance (EP), IMC is utilised and EP's improvement is evaluated by a few researchers. The IMC's consequence in improving the EP is illustrated in this research. Here, by utilising the questionnaires around 283 employees from different organisations in India are surveyed. The outcomes reveal a positive relationship was exhibited betwixt IMC and companies' sales along with profits, EP and IMC, marketing learning and IMC strategy. In addition, the outcome displayed that to gauge the overall IMC's efficacy, indicators like sales promotion, advertising, personal selling, direct marketing, along with performance. Thus, to enhance the EP for the organisation's development, the IMC is highly significant. The outcomes obtained are helpful for the organisations to develop an IMC approach to enhance the organisation's performance.

Suggested Citation

  • Samarth Singh & Maitri, 2026. "Effect of integrated marketing communication tools in enhancing employee performance," International Journal of Business and Emerging Markets, Inderscience Enterprises Ltd, vol. 18(2), pages 194-212.
    • Handle: RePEc:ids:ijbema:v:18:y:2026:i:2:p:194-212
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