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 IMPACT OF THE FINANCIAL CONTROL OF MARKETING COMMUNICATION ACTIVITIES ON COMPETITIVE ADVANTAGE OF SAUDI SERVICE ORGANIZATIONS

2021 ◽  
pp. 30-42
Author(s):  
Dr. Majed A. Al Abdulkareem ◽  
Prof. Iyad A. Al Nsour
Keyword(s):  
Saudi Arabia ◽  
Competitive Advantage ◽  
Business Performance ◽  
Service Sector ◽  
Organizational Factors ◽  
Service Organizations ◽  
Primary Data ◽  
Financial Control ◽  
Marketing Communication ◽  
Riyadh City

This study aimed to determine the effect of financial control of marketing communication activities on the competitive advantage dimensions of services organizations in Saudi Arabia, as well as to investigate the statistical differences in the research variables according to some organizational factors. The study population consists of two parts, the first part represents the service organizations in Saudi Arabia reaches 206 in 2019, and the second part is the actual customers of such surveyed organizations in Riyadh city reaches 8 million in 2019. The full survey of all service organizations and the purposive sampling methods are used. The response rate of survived organizations reaches 64.5% of total surveyed organizations, while the sample size of customers is 1500 and 97.5% of total distributed questionnaires estimate 1463 questionnaires. The descriptive methodology is used and the questionnaire is the key tool to collect the primary data. The study concludes that there is it is found that there is a statistically significant effect of the financial control in the MC on the competitive advantage, the study also concludes that there are significant statistical differences in the financial control of MC Activities according to listed on the stock markets. Finally, the study suggests some recommendations that enhance the financial control of marketing communication activities in such organizations through increasing the efficiency of control systems for marketing communication activities, and give greater flexibility in budgeting and expected variations, and using the cost-based strategy to maximize the business performance of such organizations. KEY WORDS: Financial Control, Financial Planning, Business Performance, Marketing Communication, Competitive Advantage, Service Sector, Saudi Arabia.

Integrated Marketing Communication pada Heri Pemad Management Studi Kasus International ARTJOG MMXIX

2020 ◽  
Vol 6 (1) ◽  
pp. 1-17
Author(s):  
Cut Nailil Muna
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Evaluation Research ◽  
Personal Selling ◽  
Sales Promotion ◽  
Primary Data ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Interactive Marketing

ABSTRAKPenelitian ini bertujuan menganalisis lebih lanjut penerapan Integrated Marketing Communication pada Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX yang diselenggarakan oleh Heri Pemad Management (selanjutnya disingkat HPM). Manfaat penelitian ini adalah memberikan kontribusi pemikiran bagi pengembangan pengelolaan manajemen seni dalam keberhasilannya meraih pasar. Untuk menjawab pokok masalah dalam penelitian ini, peneliti mengacu pada konsep komunikasi pemasaran terpadu model George dan Michael Belch (2011) yang meliputi advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity serta interactive marketing melalui tiga tahapan proses, yaitu perencanaan, implementasi, dan evaluasi. Penelitian dijalankan secara kualitatif dengan metode studi kasus. Pengumpulan data terbagi dua yaitu data primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka. Key informan dan informan yang dipilih berasal dari internal HPM dan pengunjung Festival ARTJOG MMXIX. Penelitian ini mampu menjelaskan bahwa HPM telah mengimplementasikan Integrated Marketing Communication melalui tahap perencanaan yang dimulai dari targeting, positioning, penetapan tujuan dan anggaran. Tahap implementasi, dilakukan perancangan pesan, pemilihan media, dan penerapan bauran komunikasi. Tahap evaluasi, dilakukan analisis untuk mengukur hasil akhir dari implementasi bauran IMC sekaligus mengambil tindakan korektif dalam penyelenggaraan festival tersebut. Kesimpulannya, HPM telah berhasil menerapkan konsep komunikasi pemasaran terpadu pada penyelenggaraan Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX. ABSTRACTThis research aims to further analyze the implementation of Integrated Marketing Communication at the International Contemporary Arts Festival of ARTJOG MMXIX organized by Heri Pemad Management (hereinafter abbreviated as HPM). The benefit of this research is to contribute to thinking for the development of art management in the success of achieving the market. To address the subject matter of this study, researchers refer to the concept of Integrated Marketing Communication George and Michael Belch (2011) model’s which include advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity and interactive marketing through three stages of the process, planning, implementation and evaluation. Research is conducted qualitatively with case study methods. Two data collection is the primary data through interviews and observations; and secondary data through library studies. Key informant and informant are selected from the internal HPM and visitors Festival ARTJOG MMXIX. The research can explain that HPM has implemented Integrated Marketing Communication through the planning phase starting from targeting, positioning, goal setting and budget. Implementation stage, message design, media selection and communication mix application. Evaluation stage analyzed to measure the outcome of the implementation of IMC mix and take corrective action in the implementation of the festival. In conclusion, HPM has successfully adopted the concept of integrated marketing communication at the International Contemporary Art Festival of ARTJOG MMXIX.

scholarly journals Integrated Marketing Communication Bawean Island Tour

2018 ◽  
Vol 1 (1) ◽  
pp. 276
Author(s):  
Nur Maghfirah Aesthetika ◽  
Poppy Febriana
Keyword(s):  
Data Analysis ◽  
Descriptive Study ◽  
Communication Strategy ◽  
Primary Data ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Qualitative Descriptive ◽  
Depth Interviews

Bawean Island which is within the scope of Gresik Regency has the potential of nature, culture, and religiontourism. The natural resources that have this potential will develop if managed and promoted with an effective and efficient strategy. The purpose of this study to analyze the communication strategy used by the local government of Gresik Regency in promoting potential tourism in Bawean Island. In this qualitative descriptive study the primary data was obtained through in-depth interviews with the head of Departement of Culture Tourist Youth and Sport in Gresik. The questions in the interview related to Bawean Island tourism promotion strategic plan along with what has been done by related parties. Data analysis was performed using interactive techniques from Miles and Huberman. The results of this study show that the Department of Culture, Tourism, Youth, and Sports has not had a marketing strategy and implementation based Integrated Marketing Communications. The strategies and promotions that have been there are also still not running optimally.

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 Integrated Marketing Communication and Brand Image in Saudi Private Sector Hospitals: An Empirical Investigation

2016 ◽  
Vol 11 (11) ◽  
pp. 94
Author(s):  
Ala’Eddin Mohammad Khalaf Ahmad
Keyword(s):  
Saudi Arabia ◽  
Cultural Values ◽  
Brand Image ◽  
Business Communication ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Bottom Line ◽  
Private Hospitals

This research aims to explore how integrated marketing communication (IMC) impacts on brand image in private hospitals in Saudi Arabia. A purposive sampling technique was used to recruit 290 patients in four different hospitals. This research showed that IMC dimensions (advertising, personal selling, public relations, and WOM) had a positive effect on brand image of the private hospitals, and only one dimension, represented by sales promotion, had no effect on brand image. The paper contributes to previous research by adding to existing knowledge regarding IMC dimensions and brand image. The paper makes key recommendations towards adoption of IMC dimensions to develop and enhance the brand image of private hospitals in Saudi Arabia. re and communication values (Warner-Søderholm, 2012) are applied in this present study in order to explore to what degree cultural values impact how we form, deliver and receive an organization’s business communication messages within the Nordic cluster. Thus, this supports the proposition that better cross-cultural business communication practices contribute to an organization’s bottom line in the management game of communication today. Moreover, we contribute to the field with an analysis of the differences between managers’ cultural practices and wished for values.

scholarly journals Understanding Purchase Intention of Youth towards Cause Related Marketing

2020 ◽  
Vol 9 (4S) ◽  
pp. 146-150
Keyword(s):  
Purchase Intention ◽  
Quantitative Research ◽  
Analysis Data ◽  
Primary Data ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Cause Related Marketing ◽  
Marketing Function ◽  
Communication Space ◽  
The Impact

Originality/Research need:Transformation is the key for the success of any business today. The marketing function cannot be an exception and we see the adoption of a new trends in the integrated marketing communication space. Cause Related Marketing (CRM) is one such methodology which gives a chance to do something for society. This gives marketers a choice for connecting and engaging with consumers at their convenience since cause related marketing gives satisfaction to consumer, makes it fascinating and also enhances brand engagement. Limited research has been done in the area of cause related marketing and what factors influence the purchase intention Objective of the study: Hence the objective of this study is to determine the factors which influence the purchase intention towards cause related marketing products. Methodology: The researcher has used quantitative research methodology for this study. A structured questionnaire was circulated to the experimental group in order to gather their opinion and was the source of primary data for the analysis. Data analysis was done using statistical methods. Implications of the study: The study will prove helpful to academicians, managers and for companies by providing insights into the impact of using cause related marketing for advertising or marketing communication purpose.

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.

scholarly journals Integrated Marketing Communication and Its Impact on Consumer Behavior

2018 ◽  
Vol 13 (2) ◽  
pp. 92-102 ◽  
Author(s):  
Oana Duralia
Keyword(s):  
Secondary Data ◽  
Business Success ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Visible Part ◽  
Fierce Competition ◽  
False News ◽  
Media Channels ◽  
The Impact

AbstractIn the current economic context, characterized by extremely fierce competition directed at winning or retaining various consumer segments, as well as by an unprecedented technological boom, the marketers’ effort towards implementing new ways of communicating and bidding remains the only way to business success. Considered to be the most visible part of the marketing activity, integrated marketing communication tends to capture the attention of both providers and buyers especially, who need information from various sources to inform their purchasing decisions. Thus, the present paper aims to highlight the main tools which the specialists use in integrated marketing communication in their attempt to establish a permanent and efficient contact with both potential consumers and with actual consumers, as well as an analysis of secondary data sources regarding the impact false news broadcast through various media channels have on consumer perceptions.

scholarly journals Integrated Marketing Communication and Customer Satisfaction as a function of Customer Loyalty with the Moderating role of Product Innovation Moderation

2021 ◽  
Vol 3 (2) ◽  
pp. 133-148
Author(s):  
Muhammad Adnan ◽  
Ather Ummad Khan ◽  
Raisham Hayee
Keyword(s):  
Customer Loyalty ◽  
Product Innovation ◽  
Innovative Technology ◽  
Future Research ◽  
Sample Population ◽  
Analysis Tool ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
The Impact

Purpose: The basic aim of the current study is to investigate the impact of integrated marketing communication on customer loyalty especially in the individuals living in South Punjab, Pakistan. Design/Methodology/Approach: The paper focuses on a survey with a 7.0-point Likert Scale questionnaire using 55 items including all variables and constructs. The sample population was used from South Punjab, Pakistan comprising of individuals living in this area. PLS-SEM was used as an analysis tool for this quantitative data. Findings: The primary finding of the study is to use the innovative technology so as to provide the new and unique features within brands so as to enhance the loyalty within customers. Implications/Originality/Value: The study uses a single moderator and mediator which restricts the study to this domain only. Future research may use some other variables like brand trust and brand commitment as moderator and/or mediator to extend this current study. Moreover, future research may use longitudinal approach to avoid any data bias. The researchers focus on the technological advancement for product innovations so as to satisfy the needs and wants of customer which consequently leads to increase the customer loyalty towards the brands.  This study is novel in its nature as it discusses the relationship between IMC and Customer loyalty with the moderating effect of Product Innovation. The paper provides an illusion to the fact that the employees require the new and innovative brands which forces the companies to augment not only the features of their brands but the communication campaign as well

Sign in / Sign up

Export Citation Format

Share Document