Integrated relationship-marketing communications: a key opportunity for IMC

Abstract

While most of the research and discussion on 'integrated marketing communications' (IMC) has focused on the benefits of bringing together the various tactical elements of IMC, the greater long-term promise of IMC lies in its potential to refine or redefine the purpose of marketing communications- helping to create relationships, rather than simply persuading potential buyers or building brands. The key to this new 'integrated relationship -marketing communications' is rejection of the current competitive/exchange view of relationships generally held by marketing theory and practice, and the adoption of a more humanistic approach to marketing relationships. By asking the right questions (i.e., those relating to trust, commitment and shared values) marketers will be able to forge more mutually beneficial and enduring relationships with customers.