Provide a native model of integrated marketing communications (IMC) based on brand promotion

Subject Areas : business management

Vahid Nameni ¹ , Bahram Kheiri ² , Mansoureh Aligholi ³

1 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2020-11-10 Accepted : 2021-01-12 Published : 2021-09-23

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 .