Title: Effect of integrated marketing communication tools in enhancing employee performance

Authors: Samarth Singh; Maitri

Addresses: Department of Management, Shri Vishwakarma Skill University Gurugram, India ' Department of Management, Graphic Era University, Dehradun, Uttarakhand, India

Abstract: 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.

Keywords: integrated marketing communication; IMC; employee performance; customer relationship management; CRM; descriptive analysis; aspects of IMC.

DOI: 10.1504/IJBEM.2026.152674

International Journal of Business and Emerging Markets, 2026 Vol.18 No.2, pp.194 - 212

Received: 31 May 2022
Accepted: 15 Jul 2023
Published online: 07 Apr 2026 *

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