Qualitative research in order to determine a conceptual model of integrated marketing communication to increase the efficiency of communication within
Qualitative research in order to determine a conceptual model of integrated marketing communication to increase the efficiency of communication within

Summary/Abstract: In an economy with a strong competitive character, organizations must capitalize on integrated marketing communication in a most effective way in order to ensure the establishment and maintenance of long-term relationships with current and potential customers. Through an integrated marketing communication companies ―speak with one voice‖ and the impact of messages transmitted is a maximum one. Since the traditional communication models fail to attract attention of the target audience, the proposed communication model changes in another sense the order of carrying out steps of a communication process

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