English 
Tiếng Việt 
Today it is necessary that organizations to understand why the integrated marketing communication programs have become so important in their activity, especially after 1990. Traditional components of the marketing mix – the product, price, placement (distribution) – are not longer as efficiently as they were in the past. When the market passed through a slow period of development, these proved to be particularly useful in the work of any organization. But today, the elements of the traditional marketing mix have lost of their value as “weapons” competitive. Thus that many ways to obtaining a product can be copied by competitors in a very short period of time. The experience the organizations in provide value of the products, in a traditional way, is replaced today with the design and manufacture their assisted of computer or robotics. Also, any form of distribution can be easily reproduced competition. Efficiency of organizations was supported price to the point in which and this became an advantage in decline. In a parity market, the only way by which organizations may be differentiated is communication.
The marketing communication can provide a real sustainable competitive advantage to any organization that leverages its potential. In an economy with a highly competitive, organizations must capitalize the integrated marketing communication in the most effective way, to ensure the creation and maintenance of long-term relationships with current and potential customers. Through integrated approach to marketing communication, companies “talk to with one voice” and the impact of messages sent is one maximum.
Research Methodology
- Analyse the relationship between integrated marketing communication and consumer behaviour.
- Determining those factors that may influence buying behaviour of consumers through the integrated marketing communication.
- Identify tools used for the collection, processing and analysis of the findings obtained from research, as follows: a) were selected and analysed a number of scientific articles published in the most known international databases; b) were consulted titles of books published in the domain of research theme; c) were identified items of interest that contributed to achieving the research objectives above-mentioned.
- Interpretation of obtained theoretical results that contribute to the fulfilment of the main research objectives are presented further.
Source: Oancea Olimpia Elena Mihaelaa