An Investigation of Integrated Marketing Communication for A Successful Customer Relationship

Abstract

Building good customer relationships does not only mean developing a good product, attractive and affordable prices for consumers and accessibility to target consumers. Companies must communicate with their customers. The concept of integrated marketing communication is a system through which companies align their marketing communications and leads to finding original and best ways to communicate with customers The purpose of the study is to show the importance of integrated marketing communication for building customer relationships as a factor that contributes to loyal customers, successful operation of companies and their survival in an increasingly competitive market environment. In the study, survey method was adapted and the data were collected via a survey conducted in randomly selected 50 companies in Kosovo. The results showed that majority of the participating companies used integrated marketing communication channels when promoting their products and services. In addition, they developed new strategies according to the consumer feedback from the promotional message in order to change it (if necessary) for achieving the best business results. This way of working allowed them to increase the sales of their products and services, to increase the positive financial result, to gain loyal customers and to survive in the market for a long time.