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dc.contributor.authorDu Toit, Narita
dc.contributor.authorMulder, Dalme
dc.date.accessioned2019-02-19T09:24:17Z
dc.date.available2019-02-19T09:24:17Z
dc.date.issued2004
dc.identifier.citationDu Toit, N., & Mulder, D. (2004). Creating and sustaining loyalty in the recruitment industry by means of integrated marketing communication. Communitas, 9(1), 153-167.en_ZA
dc.identifier.issn1023-0556 (print)
dc.identifier.issn2415-0525 (online)
dc.identifier.urihttp://hdl.handle.net/11660/9737
dc.description.abstractThe 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.en_ZA
dc.language.isoenen_ZA
dc.publisherUniversity of the Free Stateen_ZA
dc.subjectMarketingen_ZA
dc.subjectIntegrated marketing communicationen_ZA
dc.subjectCommunicatorsen_ZA
dc.subjectRecruitmenten_ZA
dc.titleCreating and sustaining loyalty in the recruitment industry by means of integrated marketing communicationen_ZA
dc.typeArticleen_ZA
dc.description.versionPublisher's versionen_ZA
dc.rights.holderUniversity of the Free Stateen_ZA


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