Abstract:

The organizations adopting the modern marketing concept have not adopted an approach called "integrated marketing communication" in their marketing communication practices in order to respond to the changing customer expectations and ensure competitive superiority. Integrated marketing communication is based on customer wishes and expectations,marketing karma sees each of the elements as a single communication mechanism and is based on the principle of a single-mouth presentation of messages to the target groups.In integrated marketing communication, the role and importance of public relations, in the center of Konya, has been attempted to intersect with the survey of 575 people chosen through simple-advantage sample. The study found 4 factors that influenced the viewers in preference of the Kulesite shopping center. These factors are in order of importance: social responsibility, communication, service and physical characteristics. In addition, the Culesite shopping center has a relationship between the level of competence of public relations activities and the factors. Social responsibility and communication factors and public relations activities have found a meaningful relationship between the level of competence.