أبعاد تكامل الاتصالات التسويقية و تأثيرها في الأداء التسويقي لعدد من شركات الاتصال

الملخص EN

The research study and analysis of the integration of marketing communications and their impact on the marketing performance of a number of telecom companies, as included in the research problem to know the role of marketing communications community in achieving sales and market share, profitability and customer satisfaction.

The importance of research begins to be the right choice for the elements of marketing communications, lead to savings in time, effort and money and create a more idea about the effectiveness of the application of the concept of integration.

The research to determine the role of marketing communications in promoting the integration of the marketing performance of companies in the field of sales and market share, profitability and customer satisfaction goal.

Data was collected from the area of the Iraqi communications companies (Zain, Asiacell, Korek) by (70) members of the managers and assistants and their rule in the research community under the form questionnaire designed by the researcher in the light of the contents of the search theory of sound scientific sources, variables, and based research group hypotheses, the president's knowledge of the existence of a correlation and the impact of the independent variable and sub-variables President approved in the variable sub-variables of the President.

The researcher depends on the use of a set of analysis tools statistical computerized system (18 SPSS) to analyze the data and test hypotheses included the most important statistical means the arithmetic mean and standard deviation and correlation simple and multiple regression, and the most important conclusions are that there is agreement about the importance of marketing communications integration, and there are significant effect positive integration of marketing communications in marketing performance, and that the company's customers satisfaction is significantly correlated dimensions of marketing communications integration, as well as to follow the company's strategy for promoting the customer withdraw explain the ongoing changes to the sales and profitability and customer satisfaction.

Find out and set the most important recommendations of the integration concept of collaborative and achievable depends on the concerted efforts of specialists in all promotional functions in the company, and that the success of the integration of marketing communications program requires coordination between selected elements, tools and promotional tactics and define the role of each element in it.