The aim of this thesis was to show the role of integrated marketing communication and the ways in which it contributes to the development of relations with consumers. Developing a long-term relationship with consumers is an indicator of business performance of enterprises, and is its main goal. The way to achieve this goal includes consumer research, understanding of consumers based on the results of research and, ultimately, meeting their wants and needs. This work includes four key components: communication, integrated marketing communication, forms of integrated marketing communications, and developing relationships with consumers. The first component defines the term, the role and importance of communication in personal and professional terms, and dealing with its fundamental functions. It also points to the importance of developing communication skills in business communication, which are necessary for the successful operation of businesses. After that, attention is focused on integrated marketing communications. This component includes main characteristics of integrated marketing communication and the communication process shows the importance of marketing communications. It refers to forms of integrated marketing communications, including advertising, direct marketing communications, improving sales, personal selling, public relations, publicity and outdoor advertising, each of which is individually processed. Last component of thesis deals with consumers and the importance of studying their needs, motives and attitudes in order to understand consumers and their behavior, and developing long-term relationships with them. It shows the evolution of marketing and customer relations, and provides some new concepts of marketing directed at consumers. The end of thesis provides a conclusion of the entire studied content.