Author/Authors :
Sellahvarzi، Solmaz نويسنده Masters graduate in EMBA, Department of Management and Economy, Science and Research branch, Islamic Azad University, Tehran, Iran , , Mirabi، Vahid Reza نويسنده Islamic Azad University, , , Iran Nejad Parizi، Mehdi نويسنده Professor, full-time faculty member of Islamic Azad University, Science & Research Branch, Tehran ,
Abstract :
Integrated Marketing Communication (IMC) is one of the needed concepts in competitive edge. IMC is defined as a cross functional process for creating and nourishing profitable relationships with customers and other stakeholders by strategically controlling or impacting all messages sent to these groups. It ensures that all forms of communications and messages are carefully linked together. This study investigates the effectiveness of marketing communication in an Iranian automaker named Khodro using IMC system. The study tries to audit the rate of marketing relationship integrity and its outcome on organization performance. The study designs a questionnaire and distributes it among 384 randomly selected people who use this firm’s services and Cronbach alpha has been calculated as 0.974. Hypotheses of this survey are exanimated by Pearson correlation test as well as pairwise t-student tests. The results show the effects of integrated marketing Communication on organization performance. In addition, there is a significant positive correlation relationship between integrated marketing communication with mission marketing, Cross functional Strategic Planning and Interactivity. Finally, there is a significant positive correlation relationship between dimensions of IMC.
