Creating and sustaining loyalty in the recruitment industry by means of integrated marketing communication
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Date
2004
Authors
Du Toit, Narita
Mulder, Dalme
Journal Title
Journal ISSN
Volume Title
Publisher
University of the Free State
Abstract
The highly competitive market-place of today has made relationship-building pivotal in
the quest for marketing success. To have a relationship with a client an integrated
approach incorporating the product/service, the packaging, the distribution, the price
and all communication, are needed. Integrated marketing communication has become
increasingly imponant as marketers (read: communicators) seek to enhance long-term
relationships with clients, rather than concentrating on once-off transactions.
Communicators need to regard each point of contact with a client as an opponunity to
build and to create loyalty. (Relationships are based upon value-added, reciprocal
exchanges of information.) This anicle's primary objective is to ground what, within the
IMC perspective, creates and maintains client loyalty and how one could optimally
understand why and how clients become and stay loyal in the recruitment industry.
Through the combination of grounded theory and discourse analysis, this study
indicates that a communicator in the recruitment industry should attempt to integrate
the totality of his/her communication to guarantee a "one voice, one-look" strategy
and a holistic approach.
Description
Keywords
Marketing, Integrated marketing communication, Communicators, Recruitment
Citation
Du Toit, N., & Mulder, D. (2004). Creating and sustaining loyalty in the recruitment industry by means of integrated marketing communication. Communitas, 9(1), 153-167.