scholarly journals Evaluating the effectiveness of integrated marketing communications while implementing a CRM system in the agricultural industry

2021 ◽  
Vol 258 ◽  
pp. 06061
Author(s):  
Anna Fedyaeva ◽  
Anastasiya Babintseva ◽  
Olga Lezhnina ◽  
Alla Egorova
Keyword(s):  
Analytical Method ◽  
Functional Approach ◽  
Marketing Communications ◽  
Successful Implementation ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Agricultural Industry ◽  
Crm System ◽  
Massive Distribution

This article deals with the problem of insufficient objective characteristics for determining the productivity of integrated marketing communications in business and organizations of various fields of activity, including those involved in ecology, energy, etc. The relevance of the work is due to the massive distribution of various marketing communications tools, often customized and used today through CRM systems. The aim of the study is to determine the criteria for evaluating the effectiveness of integrated marketing communications tools, reflected in CRM systems. The author uses methods of the structural and functional approach. The research is based on the descriptive and analytical method. The result of the work is a list of parameters reflected in the CRM system. They can help consider the degree of effectiveness of integrated marketing communications used in business and organizations of various fields of activity, including those involved in the field of ecology, energy, etc. Moreover, the list of criteria can be used to determine the degree of successful implementation of a CRM system and individual tools of integrated marketing communications.

scholarly journals Entrepreneurial Orientation (EO), Integrated Marketing Communications (IMC), and Performance in Small and Medium-Sized Enterprises (SMEs): Gender Gap and Inter-Country Context

2020 ◽  
Vol 12 (17) ◽  
pp. 7159 ◽  
Author(s):  
Vera Butkouskaya ◽  
Joan Llonch-Andreu ◽  
María-del-Carmen Alarcón-del-Amo
Keyword(s):  
Gender Gap ◽  
Entrepreneurial Orientation ◽  
Structural Equation ◽  
Emerging Market ◽  
Individual Development ◽  
Marketing Communications ◽  
Successful Implementation ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
And Performance

Expanding and maintaining the number of Small and Medium-sized Enterprises (SMEs) is directly related to sustainable economic, social, and individual development. However, SMEs are vulnerable to competition. Thus, this study focusses on the analysis of entrepreneurial orientation (EO) as an antecedent of integrated marketing communications’ (IMC) successful implementation directed at improving SMEs’ performance, with additional focus on the institutional inter-country context. Considering the role of owner-managers in SMEs, analysis of the gender gap is also applied. The data from 315 managers’ surveys (in Spain and Belarus) is analyzed using Structural Equation Modelling (SEM). The results show a positive relationship between EO, IMC, and performance among SMEs in both markets. However, these connections are significantly stronger in the case of male, rather than female managers in a developed market (Spain). There is no gender gap in an emerging market (Belarus). Moreover, and conversely, in a developing market, the EO-IMC-performance relations are more intensive when the manager is female. Further implementations are provided for practitioners and government organizations with a focus on the gender gap and inter-country differences.

Integrated marketing communications and social marketing

2015 ◽  
Vol 5 (3) ◽  
pp. 226-240 ◽  
Author(s):  
Stephan Dahl ◽  
Lynne Eagle ◽  
David Low
Keyword(s):  
Social Context ◽  
Social Marketing ◽  
Marketing Communications ◽  
Commercial Application ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Content Type ◽  
Body Of Knowledge ◽  
Health Related ◽  
Social Marketing Campaigns

Purpose – The purpose of this paper is to examine the view of integrated marketing communications (IMC) by social marketing practitioners. Specifically, the paper furthers the discussion how a symbiotic relationship between IMC and social marketing can lead to both practical improvements of health-related social marketing campaigns, as well as theoretical advancement of the IMC construct. Design/methodology/approach – Based on semi-structured, in-depth interviews with practitioners, the authors provide exploratory evidence for support for IMC within the social marketing community and highlight potential differences and similarities when transferring IMC from a commercial to a social context. Findings – Three main differences emerged when transferring IMC from a commercial to a social context. These include differences of customer-centric approaches between commercial and social marketing, the need to weigh out the application of IMC to the charity brand or the use of IMC at a behavioural level and, finally, different complexity levels of desired behaviour as a mediating factor. Research limitations/implications – As with all qualitative data, the findings may not be generalisable beyond the interview participants and organisations studied. Practical implications – Many practitioners expressed that they liked IMC as a concept, but they lacked guidance as to the application with a social marketing context. This paper contributes to providing this guidance and establishing a body of knowledge how IMC can be applied in a non-commercial setting. Originality/value – The paper contributes to the practical development of guidance how the largely commercially applied IMC construct can be modified to be used in a social marketing context, while correspondingly highlighting how IMC needs to evolve to grow beyond purely commercial application.

Bridging the Gap in IMC Education: Where is the Academy Falling Short?

2009 ◽  
Vol 13 (1) ◽  
pp. 73-81 ◽  
Author(s):  
Andrea J.S. Stanaland ◽  
Amanda E. Helm ◽  
Lance Kinney
Keyword(s):  
Planning Process ◽  
Holistic Approach ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Power Shifts ◽  
Media Type ◽  
Strategic Goals ◽  
Client Side

Integrated marketing communications isn't new, but it's gaining momentum as power shifts from the marketer to the consumer and as marketers recognize the power and efficiency of taking a holistic approach to engaging consumers… For too long, marketing functions have been vertically organized by media type. This siloed approach is mirrored on the agency side, with rewards based on discipline-specific P&L models. These silos must be torn down…The client-side strategic integrator must involve and lead a team of colleagues who have the responsibility, vision, understanding and commitment to engage in a media-agnostic planning process. And this team of enlightened marketers must be willing to let strategic goals-not historic patterns- drive budget allocations. –Bob Liodice, Advertising Age, June 9, 2008

Co-creating value and developing social capital: Centre of Science for Villages (CSV), Wardha

2017 ◽  
Vol 7 (3) ◽  
pp. 1-22 ◽  
Author(s):  
Anagha Shukre ◽  
Naresh Verma
Keyword(s):  
Social Capital ◽  
Consumer Behaviour ◽  
Word Of Mouth ◽  
Opinion Leaders ◽  
Marketing Communications ◽  
Innovative Technology ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Content Type ◽  
Rural Markets

Subject area Marketing management, consumer behaviour, rural marketing and integrated marketing communications. Study level/applicability The case is for the use of undergraduate and also postgraduate students of management in courses of marketing management, consumer behaviour, rural marketing and integrated marketing communications. This case may also be used in human resources’ management course lectures which focus on social capital. Case overview This case on the Centre of Science for Villages (CSV), Wardha, attempts to identify how value can be co-created through innovative technology and how social capital can be developed for rural markets through the use of integrated marketing communications tools, particularly word-of-mouth and the influence of opinion leaders. Effective campaigns can be designed for the target audience based on the 3A framework (Awareness, Adoption and Addition of Value) and McGuire’s Model of Persuasion. The CSV has been typically chosen for the study because its products are unique, innovative and eco-friendly and blend well with the rural lives. It has been able to enrich the lives of rural population by generating employment and in creating entrepreneurial opportunities. The biggest challenge, however, lies in educating rural consumers to accept and adopt its innovative technology in their daily lives. Expected learning outcomes The case study has been written to enable students to understand the concepts of value co-creation and social capital in the context of Indian rural markets. The students will learn the dynamics of rural markets by pondering over these points: understand the concept of value co-creation for rural markets; comprehend the creation of social ecology for managing knowledge in an organisation; identify the development and role of social capital and use it as a promotional tool, particularly word-of-mouth and opinion leaders(reference groups); recommend the use of different marketing mix variables for an organisation, operating in rural markets; and connote designing of effective campaigns for the target audience, based on the 3A framework and the Persuasion Model (6 steps) suggested by McGuire. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 8: Marketing

scholarly journals Information Technology, Marketing Database and the Process of Integrated Marketing Communications (IMC): A Resource-Capability Nexus

2018 ◽  
Vol 6 (4) ◽  
Author(s):  
Ayaz Ahmad ◽  
Salniza Md. Salleh ◽  
Selvan a/l Perumal
Keyword(s):  
Information Technology ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
The Past ◽  
Technology Marketing ◽  
Industry Professionals ◽  
Research Avenue

This study aims at identifying and conceptually linking Information Technology, Marketing Database and the IMC process in a resource paradigm. It also conceptually posits the mediated role of Marketing Database to further transmit the absorbed effect to the IMC process. Review of the past studies has been done to conceptually connect these resources and/or capabilities. This paper establishes different relationships to be further tested empirically for both the academia and industry professionals. The main contribution is to conceptually theorize all the three concept and linking them conceivably that were either missing or vague in the marketing communication literature. Further, it also provides a research avenue to seek the complementarity of such resources by utilizing the extended RBV theory. The theoretical framework proposed is based on past literature from the RBV and marketing communications literature positing some new structural paths beside certain previous linkage (s) if any.

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