ABSTRACT

An organization can achieve competitive advantage by dint of the quality of its relationship with its stakeholders and an integrated strategy for communications is an important aspect of doing so. This chapter aims to evaluate the role of integrated marketing communications in competitive global strategy and presents the concept of relationship marketing and the role of long-term customer relationships in creating and delivering value. It also aims to determine the importance of managing marketing relationships in generating customer commitment. Relationship marketing - is creating and building mutually beneficial relationships by bringing together the necessary stakeholders and resources to deliver the best possible perceived value proposition for the customer. Whilst consistency of communications is essential and standardization is desirable, there are pitfalls in over-standardization. Customers receive communications from every element of the marketing mix, both intended and unintended.