INTEGRATED MARKETING COMMUNICATIONS (IMC)

This book explores the impact of integrated marketing communications (IMC) on Jordanian telecommunication companies. The objectives of this book are as follows:1. To determine how IMC influences the relationship between consumer trends and marketing effectiveness in telecommunication companies operating in Jordan.2. To evaluate the effectiveness of each element of IMC in shaping consumer trends.3. To examine the extent to which IMC elements are linked to marketing effectiveness.4. To analyze the relationship between each element of marketing effectiveness and consumer trends.5. To assess the role of demographic variables such as age, gender, qualifications, experience, and career level in the mediating effect of IMC on the relationship between consumer trends and marketing effectiveness.6. To provide recommendations based on the findings of the study that could help decision-makers in the studied telecommunication companies to improve their marketing strategies through effective utilization of IMC.