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In the 1990s, the then increasingly differentiated “classic” marketing instrument of “promotion” led to the idea of so-called “integrated marketing communications,” in which special methods of a re-integration of the individual instruments are intended to increase the overall effect of marketing communications or make it efficient. This article transfers this approach to relationship marketing, which is differentiated similarly today. By looking at the usefulness of this initial idea on a macro level, it is shown that in addition to formal and content-related aspects of integration, technical, organizational, and social aspects are also of particular importance. Similar to communication and all its variety of instruments, we assume that such a re-integration is necessary for efficient and successful relationship marketing.

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Lessons Learned from Integrated Marketing Communications II: A New Extended Integrated Relationship Marketing Approach

  • 章节

  • 发表日期：

    2026年

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  • Florian U. Siems,
  • Elisa Landmann,
  • Henrietta Leonie Pilny,
  • Theres Rüger

摘要

In the 1990s, the then increasingly differentiated “classic” marketing instrument of “promotion” led to the idea of so-called “integrated marketing communications,” in which special methods of a re-integration of the individual instruments are intended to increase the overall effect of marketing communications or make it efficient. This article transfers this approach to relationship marketing, which is differentiated similarly today. By looking at the usefulness of this initial idea on a macro level, it is shown that in addition to formal and content-related aspects of integration, technical, organizational, and social aspects are also of particular importance. Similar to communication and all its variety of instruments, we assume that such a re-integration is necessary for efficient and successful relationship marketing.