Provide a native model of integrated marketing communications (IMC) based on brand promotion
Subject Areas : business management
Vahid Nameni
1
(
Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
)
Bahram Kheiri
2
(
Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
)
Mansoureh Aligholi
3
(
Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
)
Keywords: brand, Marketing, Integrated marketing communications (IMC),
Abstract :
The purpose of this study is to provide a model for integrated marketing communications ( IMC ) . The research has been done with a qualitative approach and grounded theory method . The tool used to collect data was an interview . Sampling was performed by stratified random sampling method . The research community is experts and professors in the field of marketing management . The sample surveyed in this research are 10 professors and experts in the field of marketing management . Coding has been used as a method of data analysis . Using experts , setting goals , setting advertising budgets , pricing strategies are some of the strategies ahead to improve the performance of integrated marketing communications ( IMC ) . It should also be noted that for integrated marketing communications ( IMC ) consequences we can mention branding , brand strengthening , customer satisfaction , brand image .
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