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Effect of integrated marketing communication tools in enhancing employee performance

Satpal Singh & N.A. Maitri

International Journal of Business and Emerging Markets2026https://doi.org/10.1504/ijbem.2026.152674article
AJG 1
Weight
0.50

What the paper says

In the marketing field, integrated marketing communication (IMC) strategies are regarded to provide key competitive benefits pertinent to customer relationship management (CRM), according to numerous researchers. To ameliorate employee performance (EP), IMC is utilised and EP's improvement is evaluated by a few researchers. The IMC's consequence in improving the EP is illustrated in this research. Here, by utilising the questionnaires around 283 employees from different organisations in India are surveyed. The outcomes reveal a positive relationship was exhibited betwixt IMC and companies' sales along with profits, EP and IMC, marketing learning and IMC strategy. In addition, the outcome displayed that to gauge the overall IMC's efficacy, indicators like sales promotion, advertising, personal selling, direct marketing, along with performance. Thus, to enhance the EP for the organisation's development, the IMC is highly significant. The outcomes obtained are helpful for the organisations to develop an IMC approach to enhance the organisation's performance.

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https://doi.org/https://doi.org/10.1504/ijbem.2026.152674

Or copy a formatted citation

@article{satpal2026,
  title        = {{Effect of integrated marketing communication tools in enhancing employee performance}},
  author       = {Satpal Singh & N.A. Maitri},
  journal      = {International Journal of Business and Emerging Markets},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1504/ijbem.2026.152674},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.