Providing a marketing public relations model with an integrated marketing communication approach for service institutions and ranking its components

The current research has been done with the aim of presenting the integrated model of marketing public relations with the approach of integrated marketing communications for service institutions. Therefore, a combined and two-stage approach was used. In the first stage of the research, the foundation's qualitative data method and the Glazer approach were used, and the required data were collected using the interview tool. The studied statistical population includes all experts and professors with university experience in the field of the research topic, and ۱۴ of them were selected purposefully and after reaching theoretical saturation. The results of this phase of the research showed that we can select six important categories and components under the headings: forming a think tank, identifying the environment and market research, identifying and classifying audiences, planning communication messages and setting goals, using integrated marketing communication tools and We will extract performance measurement and evaluation in four separate environments from each other. Pairwise comparisons with the AHP sequence analysis method in the second phase of the study also indicated that from the experts' point of view, forming a think tank (with weight of ۳۱%), identifying the environment and market research (with weight of ۲۲%) and identifying and classifying the audience (with weight of ۱۷%) are the first three important components that should be considered more in the integrated approach of marketing public relations and integrated marketing.

کلیدواژه ها:

marketing public relations ، integrated marketing communications ، public relations ، service institutions ، Advertising