scholarly journals МАРКЕТИНГОВІ КОМУНІКАЦІЇ ЯК ЧИННИК ПІДВИЩЕННЯ КОНКУРЕНТОСПРОМОЖНОСТІ ПІДПРИЄМСТВА

Economical ◽  
2020 ◽  
Vol 1 (1(22)) ◽  
pp. 72-80
Author(s):  
Ганна Панченко ◽  
Keyword(s):  
Communication Strategy ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Marketing Environment ◽  
Economic Relations ◽  
Domestic Markets ◽  
Stage Of Development ◽  
Advantageous Position ◽  
The Impact

It is determined that domestic enterprises of today are under constant competitive pressure, due to the growing uncertainty and variability of the marketing environment, the acceleration of STP, the evolution of society's needs. It is shown that marketing communications should reduce the impact of negative external and internal influences on the functioning of the business due to the ability to increase its competitive advantages and maintain their advantageous position in an unstable economy. It has been proven that an effective integrated marketing communication strategy is potentially important for the success of the organization, as it is able to provide future competitive advantage. It is substantiated that marketing communications are essential sources of existence of the economic system in general and the enterprise in particular. It is determined that at the present stage of development of economic relations in the world and in Ukraine the concept of integrated marketing communications is becoming popular. Recommendations for the formation of a generalized model of integrated marketing communications are given. It is shown that the scientific approach to the management of marketing communications has a positive effect on the development and effectiveness of decisions, so it is worth evaluating the effectiveness of integrated marketing communications. It is proved that the latest modern strategy of integrated communications management is based on planned management decisions in the field of optimization of integrated marketing communications, which demonstrate the image and reputation of the company in society. The expediency of introduction of the model of integrated marketing communications into the enterprise competitiveness management system is substantiated. Recommendations for the formation of a model of integrated marketing communications form a scientific and practical basis for conducting analytical and forecasting research in terms of substantiating the best ways to further increase the competitiveness of the enterprise in global and domestic markets.

Conceptual Aspects of Digital Marketing

2019 ◽  
Vol 6 (6) ◽  
pp. 12-19
Author(s):  
В. Поляков ◽  
V. Polyakov ◽  
Ирина Фомичева ◽  
Irina Fomicheva
Keyword(s):  
Industry 4.0 ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Digital Environment ◽  
Integrated Marketing ◽  
Digital Revolution ◽  
Marketing Environment ◽  
Service Oriented

The stages of evolutionary formation of digital marketing depending on the concept of the industry, stages of development of marketing and marketing environment are considered. The features of marketing tools (4p) in digital marketing are revealed. New markets of the digital revolution are presented. Digital marketing strategies in industry 4.0 are proposed in accordance with the concept of customized marketing. The features of the development of integrated marketing communications in the digital environment are highlighted. The approach of “service-oriented design” in consumer activity in digital marketing is considered.

The Impact of Integrated Marketing Communications on Hotel Brand Equity

2020 ◽  
pp. 63-91
Author(s):  
Maja Šerić ◽  
Irene Gil-Saura ◽  
Alejandro Mollá-Descals
Keyword(s):  
National Culture ◽  
Brand Equity ◽  
Survey Methodology ◽  
Positive Impact ◽  
Three Dimensions ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Tourism Marketing ◽  
The Impact

The Integrated Marketing Communications (IMC) approach appeared as a response to the need for more sophisticated marketing communication discipline in a confusing tourism marketing environment. This chapter examines the impact of IMC on the hotel brand equity dimensions, i.e. brand image, perceived quality, and brand loyalty. Moreover, it estimates the moderating effect of national culture on the relationships examined. The study is approached from the customer perspective and uses survey methodology to assess guests' perception of IMC and brand equity in the hotel contexts. In particular, 335 hotel guests participated in the empirical investigation while staying in high-quality hotels in Rome, Italy. The findings reveal that IMC exerts a positive impact on hotel brand equity. Furthermore, the inter-relationship exists between the three dimensions of hotel brand equity. In general, national culture does not exert a significant impact within the posited model.

TRENDS IN THE DEVELOPMENT OF INTEGRATED MARKETING COMMUNICATION IN THE CONTEXT OF DIGITAL MARKETING

2019 ◽  
Vol 6 ◽  
pp. 84
Author(s):  
Santa Bormane
Keyword(s):  
Consumer Involvement ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Communication Management ◽  
Buying Decisions

Nowadays, in the context of digital marketing and social media development, with the advantages given by technologies and the vast possibilities of communication among consumers, businesses find the implementation of integrated marketing communication influenced by the Internet as a marketing communication environment where businesses are urged into a customer-centric approach by the consumers’ changing habits of receiving information. This results in an increased role of content marketing, relationship orientation, dialogue and network communication, management of multiple stakeholders etc., which envisages consumer involvement with a view to mitigating the consequences caused by the obstacles to marketing communication – loss of control over corporate communication and being adversely affected by invisible communication. Aim of the research was to study and assess integrated marketing communications in the context of digital marketing and its influence upon buyers’ buying decisions. The object of the research is integrated marketing communications. The subject of the research is the influence of integrated marketing communication upon buyers’ buying decisions. The research makes use of the results of studies conducted by the author in 2017 and 2018. There was a survey of leading marketing specialists of Latvian food retail chains and a survey of randomly selected buyers with a sample of 1,003 respondents to find out the influence of integrated marketing communications upon the buyers’ buying decisions. The research brings conclusions regarding the consumption habits of different generations and other factors influencing buying decisions.  The research confirmed the hypothesis that integrated marketing communications in the context of digital marketing is a relatively little used type of communication in the marketing communication strategy of businesses, yet its use facilitates consumer loyalty. The results of the research are of both theoretical and practical value. 

scholarly journals STRATEGI BERTAHAN CAFE MELALUI PENDEKATAN INTEGRATED MARKETING COMMUNICATION DI MASA PANDEMI COVID-19

2021 ◽  
Vol 4 (1) ◽  
pp. 117-130
Author(s):  
Jihan Indah Sari ◽  
Joko Susilo
Keyword(s):  
Public Relations ◽  
Personal Selling ◽  
Corporate Identity ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Defensive Strategy ◽  
Point Of Sale ◽  
The Impact

Covid-19 Pandemic  affects all sectors around the world, including economic sector especially in culinary bussines field. The impact of covid-19 is felt directly by bingsoo cafe, such as income has dropped  and there is no customer that comes by due to government's policy which forces people to stay at home. The purpose of this research is  to describe the  defensive strategy by bingsoo cafe through the approach of integrated marketing communications (IMC), so that it can continue to defense and adapt  to the bussines situation of Covid-19 pandemic. The method of this research is qualitative with observation technique and deep interview. The result of this research indicates that bingsoo cafe applies the strategy of Integrated Marketing Communications (IMC) by combining 9 out of 12 elements of promotion. Those elements are Advertising, Social Media And Website/Internet Marketing, Personal Selling, Public Relations, Sales Promotion, Point Of Sale And Merchandising, Corporate Identity, Packaging, And Word Of Mouth.

scholarly journals Techniques of synergistic effect formation in marketing communications on the aesthetic medicine market

2021 ◽  
pp. 57-63
Author(s):  
E. V. Bernikova ◽  
E. V. Tikhonova
Keyword(s):  
Synergistic Effect ◽  
Communication Strategy ◽  
Marketing Communications ◽  
Integrated Marketing ◽  
Aesthetic Medicine ◽  
Marketing Environment ◽  
Educational Product ◽  
Commercial Enterprise ◽  
Distribution Company ◽  
The Aesthetic

The article analyses the experience of the Russian distribution company of the market of aesthetic medicine in implementing the communication strategy of a new educational product in a turbulent marketing environment. The paper formulates the principles of establishing profitable communication with core audiences, substantiates the choice of marketing communications instruments, as well as the techniques for their combination and the development of advertising material used for achieving synergistic effect from marketing and advertising activities. The authors notice a high value of Integrated marketing communications in the projects of launching new products to the market. The results of the study can be used by marketing specialists to form an effective communication system in small and medium-sized businesses that provides a commercial enterprise with a highly profitable result from advertising campaigns with limited deadlines and budgets.

The Impact of Integrated Marketing Communications on Hotel Brand Equity

2015 ◽  
pp. 440-467
Author(s):  
Maja Šerić ◽  
Irene Gil-Saura ◽  
Alejandro Mollá-Descals
Keyword(s):  
National Culture ◽  
Brand Equity ◽  
Survey Methodology ◽  
Positive Impact ◽  
Three Dimensions ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Tourism Marketing ◽  
The Impact

The Integrated Marketing Communications (IMC) approach appeared as a response to the need for more sophisticated marketing communication discipline in a confusing tourism marketing environment. This chapter examines the impact of IMC on the hotel brand equity dimensions, i.e. brand image, perceived quality, and brand loyalty. Moreover, it estimates the moderating effect of national culture on the relationships examined. The study is approached from the customer perspective and uses survey methodology to assess guests' perception of IMC and brand equity in the hotel contexts. In particular, 335 hotel guests participated in the empirical investigation while staying in high-quality hotels in Rome, Italy. The findings reveal that IMC exerts a positive impact on hotel brand equity. Furthermore, the inter-relationship exists between the three dimensions of hotel brand equity. In general, national culture does not exert a significant impact within the posited model.

scholarly journals Strategic Integration of Integrated Marketing Communications, Case of Croatia

2015 ◽  
Vol 3 (2) ◽  
pp. 119
Author(s):  
Bilić, I. ◽  
Mateljak, Ž.
Keyword(s):  
Organizational Performance ◽  
Corporate Strategy ◽  
Value Added ◽  
Business Environment ◽  
Communication Strategy ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Strategic Integration ◽  
The Republic

<p><em>The main purpose of this paper is to investigate the relationship between the development of integrated marketing communications, corporate communication strategy and its alignment with overall corporate strategy in Croatian companies. In addition, in Croatian business environment, particularly in the period of economic crisis, companies try to reduce their costs which results in neglecting the communication function. There is also the eternal scientific question regarding the effects of investment in the marketing and communication functions. Therefore, this question will be discussed in this paper by observing the correlation between integrated marketing communications and organizational performances reached by observed companies.</em></p><p><em>It is presumed that there is a positive relationship between higher levels of developed integrated marketing communications and organizational performance which the observed companies achieved. This survey was conducted on 500 companies with the highest value added rank in the Republic of Croatia in the year 2009 (according to the Institute for Business Intelligence).</em></p>

IMPLEMENTATION OF INTEGRATED MARKETING COMMUNICATIONS IN THE HOSPITALITY INDUSTRY: A LITERATURE REVIEW

2019 ◽  
Vol 6 ◽  
pp. 441
Author(s):  
Oļegs Ņikadimovs
Keyword(s):  
Literature Review ◽  
Hospitality Industry ◽  
Theoretical Background ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Search Criterion ◽  
Practical Research ◽  
Research Criteria ◽  
The Impact

The hospitality industry is one of the most dynamic and competitive sectors, it has become more important to communicate marketing messages that are clear, unified and integral throughout all the communication channels to the target audiences. The paper aims to review the previously conducted research efforts on implementation of the concept of integrated marketing communications (IMC) in the hospitality industry. The aim of this research study is to collect and analyse the main concepts and conclusions of theoretical and practical research in the hospitality IMC implementation in the recent years. The methodology for paper selection was the following: 1) databases - Scopus, ScienceDirect, EBSCOHost, Emerald Insight - were examined; 2) main search criterion was “IMC hospitality implementation”, 3). additional research criteria were time of publication and peer-reviewed papers. Qualitative data analysis methods were used to assess the selected papers, while the review itself can be classified as narrative. Eight papers were selected for the analysis, showing an overview of the latest trends in research on IMC implementation in the hospitality industry. The findings indicated correlation between IMC strategy implementation and the impact on target audiences.  This literature review can be used as the theoretical background for future researches. 

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 &amp;gt; 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.

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