scholarly journals Integrated Marketing Communication as a Business Management Tool in the Context of Sustainable Development

2018 ◽  
Vol 1 (1) ◽  
pp. 115-123
Author(s):  
Daina Šķiltere ◽  
Santa Bormane
Keyword(s):  
Sustainable Development ◽  
Nutritional Value ◽  
Business Management ◽  
Management Tool ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Sustainable Business ◽  
Food Retail ◽  
Retail Chains ◽  
The Impact

AbstractThe problem of nowadays is that consumers lack information on food products, their composition and quality, nutritional value, packaging, its impact on the human health and environment, reuse and recycling possibilities, etc. Integrated marketing communications (IMC) as a business management tool may not only draw the consumers’ attention and incite a purchase, but also provide information and serve as a facilitator of consumers’ knowledge and competence on products, their nutritional value, use and utilisation. The goal of the research is to assess the impact of IMC for sustainability upon demand at Latvian food retail chains and the impact of the use of IMC for sustainability upon sustainable development. The object of the research is Latvian food retail chains, and the subject of the research is the use of IMC for sustainable development. The authors in 2017 surveyed leading specialists from food retail chains. The research confirmed the hypothesis that IMC for sustainability as an innovative business management tool fosters sustainable development. Based on the results of the research, the authors have drawn up a conceptual model of IMC for sustainable business development, and the results of the research are of both theoretical and practical value.

scholarly journals INTEGRATED MARKETING COMMUNICATIONS IN SUSTAINABLE BUSINESS

2018 ◽  
Vol 6 ◽  
pp. 80
Author(s):  
Santa Bormane
Keyword(s):  
Sustainable Development ◽  
Social Needs ◽  
Green Economy ◽  
Marketing Communications ◽  
Retail Sector ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Sustainable Business ◽  
Food Retail ◽  
Retail Chains

Business sustainability hinges on authorities’ action, cooperation and willingness to protect nature and natural resources, but they also have to meet the economic needs and cultivate the economic opportunities, whilst also satisfying the social needs and building a fair relationship among the different social groups. One of the ways to develop a sustainable business is integrated marketing communications. When using integrated marketing communications, businesses – notably food producers and retailers – need to focus on the education of consumers, the ecological performance and impact of products on the environment and human health, thus contributing to a sustainable development of Latvia’s economy overall. The aim of the research is to evaluate the prospects of development of Latvian food retail chains through the use of integrated marketing communication tools for sustainable business. The following scientific research methods are used in the research study: analytical, comparative, graphical, statistical, observatory and interrogative. The research focuses on the Latvian food retail sector, the subject being Latvian food retail chains, with leading specialists from all Latvian food retail chains surveyed. The research confirmed the hypothesis of the positive influence of the use of IMC tools for sustainability upon demand at Latvian food retail chains, its contribution to the formation of public opinion on the importance of preservation of the environment, the enhancement of consumer awareness, the promotion of corporate social responsibility for consumer health, ecological products overall, and the role and contribution of a green economy to a sustainable development of the national economy as a whole. The author has defined IMC for sustainability, developed and classified IMC tools for sustainability, and drawn up an IMC model for sustainability. The results of the research are of both theoretical and practical value. 

scholarly journals The role of integrated marketing communication for ustainable development in food production

2021 ◽  
Author(s):  
Santa Bormane ◽  
Keyword(s):  
Sustainable Development ◽  
Food Production ◽  
Sustainable Use ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Sustainable Business ◽  
Food Retail ◽  
Product Demand ◽  
Sustainable Marketing ◽  
Production Output

The decrease in food production output, the suspension of production, and the decrease in product demand have influenced the operation of producers and their communication with customers in 2020. This brings to the forefront the producer's role in the use of IMC for sustainable development in Latvia. The purpose of the survey of leading specialists at Latvian food producers was to find out their opinion on the trends of development and a sustainable use of IMC in business. The object of the research: IMC for sustainable development. The subject: IMC for sustainable marketing at Latvian food producers. The study uses monographic, quantitative, qualitative methods – interviews of leading specialists of producers. It represents a follow-up to the author's previous studies in the food retail industry where she researched food retail chains and conducted a survey of buyers. She developed a conceptual model of IMC for sustainable business development and found that each sector has peculiarities in product selling, service provision, etc., yet there are also common trends that apply to all industries. The author urges further market research, covering producers. The results show some trends: 1) the motivation to use IMC for sustainable development has grown due to the increased use of technologies; 2) extended periods of sedentarism have exacerbated the problem of overweight in society and given rise to demand for healthy ecological products, including natural ingredients in production; 3) the risk of employee illness and the reorganization of production has contributed to the use of digital marketing.

scholarly journals CONCEPTUAL MODEL IN INTEGRATED MARKETING COMMUNICATION

2018 ◽  
Vol 6 ◽  
pp. 478
Author(s):  
Daina Šķiltere ◽  
Santa Bormane
Keyword(s):  
Conceptual Model ◽  
Marketing Communications ◽  
Retail Sector ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Food Retail ◽  
Product Consumption ◽  
Retail Chains

Integrated marketing communications are developing, with IMC approaches to communication with consumers seeing further enhancements in the scientific literature. However, in order to reach the marketing targets, a variety of IMC tools may be used in combination when implementing marketing activities. Despite each IMC tool in itself being highly distinctive, they all depend on each other in the creation of product consumption value and the enhancement of economic, communicational and social benefits. Purpose of the paper: The goal of the research is to assess the integrated marketing communications used in the marketing strategy of Latvian food retail chains. Methodology/methods: The following scientific research methods are used in the research study: analytical, comparative, graphical, statistical, observatory and interrogative. The research focuses on the Latvian food retail sector, with leading specialists from all Latvian food retail chains polled. The object of the research is Latvian food retail chains, and the subject of the research is integrated marketing communication as a set of tools. Findings: The results of the research are of both theoretical and practical value, as it confirmed the hypothesis that a complex use of IMC promotes a long-term relationship among all stakeholders of the selling and buying process. The authors have collected and classified IMC tools and, based on the results of the research, drawn up a conceptual model of integrated marketing communications.

scholarly journals THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATIONS ON THE DEMAND OF SUSTAINABLE PRODUCTS AT LATVIAN FOOD RETAIL CHAINS

2018 ◽  
Vol 6 ◽  
pp. 441-447
Author(s):  
Daina Šķiltere ◽  
Santa Bormane
Keyword(s):  
Nutritional Value ◽  
Raw Materials ◽  
Marketing Communications ◽  
Economic Research ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Food Retail ◽  
Research Survey ◽  
Sustainable Products ◽  
Retail Chains

Research background: There are a number of product-related tools subject to regulation by state authorities and controlled by subordinate authorities. From the viewpoint of sustainable development, novelties in the legislation, government regulations and other regulatory enactments would enable the state to not only enhance the assortment of sustainable products at food retail chains, but also to raise the awareness of consumers, thus also triggering changes in demand for sustainable (ecological, environment-friendly, high-quality) products. Consumers lack information on the characteristics of the products purchased; they are not knowledgeable about the nutritional value, packaging, raw materials, their impact on human health and environment, re-use and recycling possibilities etc. For instance, the labelling of products may serve not only as a tool of integrated marketing communications drawing the consumers' attention and inciting a purchase, but also – through the information it carries – improve the consumers' knowledge on the product, its nutritional value, use and utilisation. Based on the national legislation and focusing on product-related tools, food retail chains in communication with their consumers may promote and boost the sales of ecological products. The purpose of this article is to assess the influence of product-related tools of integrated marketing communications on product demand at Latvian food retail chains. The subject of the research are product-related IMC tools; and the object of the research are Latvian food retail chains. The research makes use of the results of the study conducted by the authors in 2017. The authors used company data and surveyed leading specialists at Latvian food retail chains. In order to accomplish the goal and objectives, the authors used the following quantitative and qualitative methods of economic research – survey, comparison, and grouping. The study is based on scientific papers published by Latvian and foreign scholars, general and special literature, and periodicals. The authors conducted an assessment, a market investigation, a comparative analysis, held a survey, and used the MS Excel software for data processing and analysis. The findings of the research confirmed the hypothesis that the product-related tools of integrated marketing communications foster demand for sustainable products and, consequently, assortment at retail chains. The results of the research are of both theoretical and practical value.

scholarly journals Integrated marketing communications as a tool for building strong retail chain brand loyalty: case of Lithuania

2020 ◽  
Vol 16 (4) ◽  
pp. 37-47
Author(s):  
Vilma Tamulienė ◽  
Aušra Rašimaitė ◽  
Živilė Tunčikienė
Keyword(s):  
Brand Loyalty ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Consumer Loyalty ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Retail Chain ◽  
Retail Chains ◽  
The Impact

In Lithuania, there is an intense competition happening between large retail chains for consumer loyalty. The research investigates the impact of retail chain brand factors and integrated marketing communication on retail brand loyalty. Two main brand outcomes are established for the study, i.e., retail brand factor and retail brand loyalty. For the retail brand factor five largest food and non-food retail chains in Lithuania: Maxima, Lidl, Rimi, Iki, and Norfa are selected. The relationships between integrated marketing communications (IMC), brand factors, and retail brand loyalty are examined. An online survey questionnaire was used to collect data from 272 consumers. For data analysis, statistical, mathematical methods such as correlation and regression analysis were applied. The research results revealed a statistically significant impact of retail brand identifiers and integrated marketing communication regarding consumers’ behavior to the retail brand chains’ choice. Regression is statistically significant and the coefficient of determination R2 is more than > 0.20, and the ANOVA p-value is less than 0.05, and a non-standardized coefficient of impact (non-standard β-coefficient) In terms of IMC tool impact on retail brand Maxima = 0.682, Lidl = 0.663, Rimi = 0.522, Iki = 0.469, Norfa = 0.540. The impact of the retail brand Maxima on customers’ retail brand loyalty is 0.961; Lidl is 0.882; Rimi is 0.824; Iki is 0.780; Norfa is 0.836, the impact of retail brand IMC tools on customers’ retail brand loyalty perceived values is Maxima = 0.721; Lidl = 0.558; Rimi = 0.737; Iki = 0.465; Norfa = 0.715.The paper’s value is reflected by identifying factors affecting consumer loyalty to retail chain brands through IMC in the retail market in Lithuania. Retailers should consider these factors as they impact consumer decisions to stay in a long-term relationship with them.

scholarly journals Pengaruh Tayangan Drama Korea True Beauty Terhadap Minat Beli Produk K-Beauty

2021 ◽  
Vol 9 (2) ◽  
pp. 505-515
Author(s):  
Riahta Octaviani ◽  
Zainal Abidin ◽  
Flori Mardiana Lubis
Keyword(s):  
Data Collection ◽  
Quantitative Method ◽  
Communication Theory ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Literature Study ◽  
The Impact ◽  
Beauty Products

This research is motivated by the writer interest in Korean drama shows. So finally doing research to see the impact on one of the communities in Cikarang, namely the TnT Label Community, which is basically a K-pop dance cover community. So the purpose of this study is to find out whether there is an effect of the drama True Beauty on buying interest in K-Beauty products in the TnT Label dance cover community. This research was conducted with a quantitative method using an explanatory survey. The purpose of this study was to find out how the influence of Korean drama True Beauty on buying interest in K-Beauty products. The theory used in this research is IMC (Integrated Marketing Communication) Theory. The population in this study were all members of the TnT Label Community in Cikarang. Data collection was obtained through the distribution of questionnaires and literature study.

scholarly journals An ANP-Balanced Scorecard Methodology to Quantify the Impact of TQM Elements on Organisational Strategic Sustainable Development: Application to an Oil Firm

2020 ◽  
Vol 12 (15) ◽  
pp. 6207
Author(s):  
Carla Andrade Arteaga ◽  
Raúl Rodríguez-Rodríguez ◽  
Juan-José Alfaro-Saiz ◽  
María-José Verdecho
Keyword(s):  
Sustainable Development ◽  
Balanced Scorecard ◽  
Global Analysis ◽  
Building Blocks ◽  
Analytic Network Process ◽  
Management Tool ◽  
Integrated Analysis ◽  
Total Quality ◽  
Strategic Objectives ◽  
The Impact

This paper presents a methodology for quantifying the impact of Total Quality Management TQM elements on organisational strategic sustainable development, integrating within it the well-known strategic management tool of Balanced Scorecard to represent the strategic part of the organisations, and the multi-criteria technique Analytic Network Process (ANP) to identify and quantify the mentioned impact. Additionally, the application of TQM generates directly some organisational improvements—or outputs—which help model a decisional ANP network constituted by all three building blocks—TQM elements, strategic objectives and outputs—and their interrelationships. The application of the methodology to an oil firm carried out by an expert group offered, from a decision-making point of view, meaningful results that were developed following three different analyses: Global analysis, which identified the global weight of each variable; Analysis of Influences, which established sound cause–effect relationships between the variables to identify the elements—TQM and outputs—that are more important to achieve the strategic objectives; and the Integrated analysis, which pointed out which TQM elements should be fostered in order to achieve the most important sustainable strategic objectives. Finally, it is suggested to apply the methodology to other types of size and sector activity organisations, as well as to use other techniques that introduce fuzzy elements.

scholarly journals THE IMPACT OF FINANCIAL INTEGRATION IN THE IMC MODEL ON BUSINESS PERFORMANCE: EVIDENCE FROM SAUDI ARABIA

2020 ◽  
pp. 10-19
Author(s):  
Dr. Majed A. Al Abdulkareem ◽  
Prof. Iyad A. Al Nsour
Keyword(s):  
Saudi Arabia ◽  
Competitive Advantage ◽  
Business Performance ◽  
Financial Integration ◽  
Organizational Factors ◽  
Primary Data ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
The Impact

This study aims to determine the effect of financial integration in the integrated marketing communication model on the business performance measured by the competitive advantage as well as investigating the statistical differences in the research variables according to some organizational factors. The study population consists of two parts, the first represents the service organizations in Saudi Arabia reach 206 in 2019, and the second is the regular customers of surveyed organizations in Riyadh city reach 8 million in 2019. The full survey and the purposive proportional sampling techniques are used respectively. The response rate of surveyed organizations reach 64.5% of total organizations, while the sample size of customers is 1500 and 97.5% of total distributed questionnaires are returned. The descriptive methodology is used and the questionnaire is the research tool to collect the primary data. The study concludes that there is a statistically significant effect of the financial integration in the IMC model on the business performance. The study concludes that there are a significant statistical differences in the financial integration according top the type of company and these difference to the listed companies in the stock market. Finally, the study suggests some recommendations that enhance the financial integration in the IMC model in such surveyed organizations particularly and the Saudi organizations in general. KEY WORDS: Integrated Marketing Communication, Financial Integration, Financial Coordination, Business Performance, Competitive Advantage, Service Sector, KSA.

scholarly journals An Innovative Approach to the Implementation of Sustainable Business Ideology in Ukraine

2021 ◽  
Vol 77 (4) ◽  
pp. 48-63
Author(s):  
Borys Burkynskyi ◽  
Natalya Andryeyeva ◽  
Nina Khumarova ◽  
Katyeryna Konstetska
Keyword(s):  
Sustainable Development ◽  
Innovation Policy ◽  
Methodological Approach ◽  
Expert Assessment ◽  
Business Practices ◽  
Sustainable Business ◽  
Business Decision ◽  
Economic Criterion ◽  
The Social ◽  
The Impact

According to the Sustainable Development Goals (UN, 2015), making sustainable business decisions should be the driving force in achieving environmentally-oriented improvements. The key document that supports the 10 principles that ensure SDGs is the United Nations Global Compact Strategy 2021–2023 (UN, 2021). Achieving the goals of the Strategy requires the use of an improved business decision-making model that simultaneously increases revenues and revises the distribution of domestic funds for meeting the principles in the sphere of human rights, economic growth, satisfactory working conditions and the environment, and combating corruption as a key driver of corporate sustainability and responsible business practices. The authors have developed a methodological approach to the assessment of business sustainability, which is based on a combination of elements: analysis of world best practices and trends, determination of the impact of business on the social status and environment, quality assessment of relevant certification, and analysis of compliance with social indexes of sustainable development. The analysis of economic indicators of sustainable business (The B Impact Assessment, 2021) for 2020–2021 allowed singling out companies that finance the environmental sphere. Today, a quarter of the world’s countries carry on sustainable business and finance the environmental degradation impact. The 8 leaders include: France, USA, Brazil, India, Germany, Norway, Ireland and South Korea. Methods of rating and expert assessment constitute an applied aspect of research for identification of prospects of sustainable business formation in Ukraine in the regional context. The result shows that only 8 regions are suitable for sustainable business conduct, while the environmental criterion is more than 9.2 points of 10, the economic criterion does not exceed 5, and the social criterion is 4.02–5.02. Therefore, it is necessary to focus on the organization of sustainable business according to the key strategic state priorities in formation of the mechanisms for the investment and the innovation policy of a sustainable development support system through the use of regulatory tools for reformation of existing business approaches to internationally regulated ones, such as business for nature.

The Impact of Digital Technologies on Marketing and Communication in the Tourism Industry

2021 ◽  
pp. 255-267
Author(s):  
Albérico Travassos Rosário ◽  
Ricardo Gomes Raimundo ◽  
Rui Cruz
Keyword(s):  
Digital Technologies ◽  
Tourism Industry ◽  
Mobile Marketing ◽  
Marketing Communication ◽  
Competitive Advantages ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Information And Communication ◽  
The One ◽  
The Impact

The growing openness between regions accompanied by the rising of the tourism industry enhances its importance and the ensuing search for competitive advantages in terms of communication, marketing, and technology. It, therefore, gave rise to the concept of integrated marketing communication (IMC) that together with information and communication technology (ICT) could highlight tourist experiences. This literature review (LR) attempts to unveil how digital technologies determine marketing and communication in the tourism industry and, conversely, what industry areas should be targeted by those digital technologies. The study employs a scoping review approach based on a search of literature through the SCOPUS database. Ten articles were selected. On the one hand, this LR concludes that digital technologies are filling the gap concerning the needs of tourists through, for instance, mobile marketing. On the other hand, it discloses that digital technologies are essential for the tourism industry as it improves marketing communication by diverse means.

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