الفهرس 
الفصل الاوليوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
The main purpose of this research is to determine The impact of integrated marketing communication on purchase intention- Applyed to he customers of mobile phone service companies in Mansoura City, and identifying if there are significant differences between customers pinions according to their demographic characteristics (duration of transaction / gender / age / level of education / monthly income / type of service / occupation / and place of residence), the research was conducted on a sample of customers of four mobile phone ervice companies operating in Egypt (Orange, Vodafone, Etisalat, Telecom Egypt) belonging to Mansoura city, Sample size is 522, and the valid questionnaires are 414 (79% of sample size). the researcher used Pearson Correlation to determine the relationship between research riables, and used Analysis Of Moment Structure ( AMOS ) to measure the direct effects between research variables, in addition to, ruskal- Wallis, Friedman, and Mann Whitney tests to determine the significant differences between customers in research variables ccording to demographic characteristics ( duration of transaction / gender / age / education level/monthly income/type of service/ ccupation /place of residence), based on data from questionnaire survey carried out among customers of research sample, the results of he research indicates that there is a positive significant correlation between all elements of integrated marketing communications and each other, and the existence of a positive significant relationship between all elements of integrated marketing communications and urchase intention of mobile phone services, In addition to, there is a positive significant effect between all elements of integrated marketing communications and purchase intention of mobile services, which are in order of the strength of their impact (public relations, personal selling, sales promotion, advertising, direct marketing, and publishing).