Determining the Integrated Marketing Communication Tools for Different Stages of Customer Relationship in Digital Era
Keywords:
Integrated marketing communication, customer relationship management, digital era, internetAbstract
The purpose of this paper is to study the
objectives, tools and media appropriate for each customer relationship stage and present a model showing this. Information era and changes caused by that have had an undeniable impact on these concepts. Thus, impacts of digital era and internet on dimensions of the presented model are discussed. Customer relationship management programs are focused on acquiring best customer, maintaining and encouraging him to consume products and services of the
company more. The success key to this relationship is
marketing communication. Firms communicate with customers, through marketing communication functions such as advertising, sales promotion, direct marketing and etc
Downloads
Downloads
Published
Issue
Section
License
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
