Determining the Integrated Marketing Communication Tools for Different Stages of Customer Relationship Whit Considering the Impact of Digital Era on Marketing Communication Mix

摘要

The purpose of this paper is to study the objectives, tools and media appropriate for each customer relationship stage and present a model showing this. Information era and changes caused by that have had an undeniable impact on these concepts. Thus, impacts of digital era and internet on dimensions of the presented model are discussed. Customer relationship management programs are focused on acquiring best customer, maintaining and encouraging him to consume products and services of the company more. The success key to this relationship is marketing communication. Firms communicate with customers, through marketing communication functions such as advertising, sales promotion, direct marketing and etc.