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Effects Of Integrated Marketing Communications On Perfomance Of Insurance Companies In Mombasa County, Kenya
In the emerging dynamism of the business environment, no successful organization can afford to overlook marketing. It has become necessary to utilize all the resources and practices that marketing provides to survive and achieve in this always changing business environment in the world and Kenya in particular. This applies even to the insurance companies whose environment dynamism in the current times is posing many challenges including intense competition, globalization and technological advancement. This study focused on the effect of integrated marketing communication tools on organizational performance of insurance companies.
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