Universitatea din Bucuresti, Facultatea de Administratie si Afaceri

Creative Commons License
Content on this site is licensed under Creative Commons Attribution-ShareAlike 4.0

Double Blind Review Evaluation




ISSN-L 1453-0503
ISSN (e) 2286-170X
ISSN (p) 1453-0503



Elisabeta Queen
No. 4 - 12, District 1,
Bucharest, Romania

see area map


Tel: +4 021 310 49 20
Fax: +4 021 310 49 20



Site Vechi/ Old Site


Integrated marketing communications:pathway for enhancing client-costomer relationships


download file

Creative Commons License

  1. Authors:
      • Kehinde Oladele Joseph, email: kehindecovenant@yahoo.com, Afiliation: Department Of Business Studies, Covenant University, Ota, P.O.Box 94, Ota, Ogun State, Nigeria

      • 117|129

  2. Keywords: Integration; Marketing; Communications; Enhanced; Relationships

  3. Abstract:
    The strategic coordination of marketing communication tools is vital and highly crucial for every result driven organization today. Companies must be able to deliver the right message to their target audience in order to elicit the right results. The objectives of this paper amongst others are to: (i) ascertain whether proper implementation of Integrated Marketing Communications can help reduce the cost of marketing communication or promotional budget. (ii) Establish whether the use of integrated marketing communications by firm through its advertising agencies can bring about profitable long-term client-customer relationships. The paper raises two hypotheses, which are stated in the null form. These are: The more an organization adopts Integrated Marketing communications, the more fund it will spend on promotional activities in the long run, and the less an organization adopts IMC principles, the more profitable Client-Customer relationship it will build.  The paper uses survey method with structured questionnaire to obtain data that were later analyzed with correlation coefficient and analysis of variance test statistics. (ANOVA). Findings show that company will be able to save cost on marketing communication and promote lasting long-term client-customer relationships, if they properly adopt integrated marketing communication principles. The paper makes valuable recommendations which users of IMC will find useful in the ever dynamic and highly competitive world of marketing

download file

Creative Commons License


  1. Manager, indexed by Directory of Research Journals Indexing

    Manager is included in Directory of Research Journals Indexing . For details

  2. Manager, indexed by Google Scholar Database

     Manager  is included in  Google Scholar  Database. For

  3. Manager, indexed by PROQUEST Database

     Manager  is included in  PROQUEST Database. For details

  4. Manager, indexed by INDEX COPERNICUS Database

    Manager  is included in INDEX COPERNICUS Database. For details

  5. Manager, indexed by DOAJ Database

    Manager is included in DOAJ Database. For details : http://www.doaj.org/doaj?func=openurl&genre=journal&issn=14530503

  6. Manager, indexed by RePEc Database

     Manager  is included in  RePEc Database. For details :

  7. Manager, indexed by CEEOL Database

    Manager is included in the International Database CEEOL-Central and Eastern European 

  8. Manager, indexed by EBSCO-CEEAS Database

     Manager  is included in  EBSCO-CEEAS Database. For details :