Authors : Beibeik Darvishvand Zahra, Hashemnia Shahram and Danaie Habibulah
Abstract: 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.
Beibeik Darvishvand Zahra, Hashemnia Shahram and Danaie Habibulah, 2017. Select the Best Integrative Marketing Communication Method via AHP Method in Yademan Trade Tower in Alborz Province. International Business Management, 11: 258-264.