TY  - JOUR
T1  - Select the Best Integrative Marketing Communication Method via
AHP Method in Yademan Trade Tower in Alborz Province
AU - Zahra, Beibeik Darvishvand AU - Shahram, Hashemnia AU - Habibulah, Danaie 
JO  - International Business Management
VL  - 11
IS  - 1
SP  - 258
EP  - 264
PY  - 2017
DA  - 2001/08/19
SN  - 1993-5250
DO  - ibm.2017.258.264
UR  - https://makhillpublications.co/view-article.php?doi=ibm.2017.258.264
KW  - Integrative marketing communication
KW  -customer relationship management
KW  -customer relationship
AB  - The present research aims to select the best integrative marketing communication method via AHP
method in Yademan trade tower in Alborz province. The present research is a descriptive-applied study in sake
of aim. In this research, the statistical population consists of sale, marketing, financial units and managers at
Yademan trade tower in Iran. In receiving experts’ views, views of 7 experts at sale, marketing, financial units
and managers at Yademan trade tower were used. To determine criteria affecting suitable integrative marketing
communication, the questionnaire with Likret scale was used. Validity of questionnaire was confirmed by
receiving experts’ and professors’ views at the field of commercial management and reliability was estimated
equal to 0.757. Results from one-sample t-test in software SPSS indicated that six criteria of model (execution
time, influence and roundness, participation and involvement, cost and budget, measurability and audience
coverage) are the criteria affecting selection of the most suitable customer communication method in the
organization.
ER  -