Determining the Integrated Marketing Communication Tools for Different Stages of Customer Relationship Whit Considering the Impact of Digital Era on Marketing Communication Mix

摘要：

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.

关键词： Integrated marketing communication Customer relationship management Digital era Internet

作者: Amir Ekhlassi Vahid Maghsoodi Shiva Mehrmanesh

作者单位: Faculty of Management, University of Tehran, Tehran, Iran Faculty of Management,University of Tehran, Tehran, Iran

会议类型: 国际会议

会议名称: 2010 International Conference on Future Information Technology(2010年未来信息技术国际会议 ICFIT 2010)

会议地点: 长沙

会议语种:英文

页码: 750-754

在线出版日期: 2010-12-14（万方平台首次上网日期，不代表论文的发表时间）