Marketing Communication of SMEs Acting in Creative Tourism

2017 ◽  
pp. 94-115
Author(s):  
Petra Koudelková
Keyword(s):  
Significant Role ◽  
National Economy ◽  
Good Practice ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Travel Agencies

The author aims to combine so important firms ‘processes as creating of marketing communication and making creative tourism by small and medium-sized enterprises is. It offers to view of some chosen examples of good practice in Czech SMEs. Marketing plays significant role in business. Unfortunately, SMEs (including many travel agencies) aren´t able to take full advantages of marketing. The author discusses this issue and is looking for possible solutions. In additional the author deals with the patterns of marketing communications in SMEs describe the situation of tourism in Europe and discuss the creative tourism and its role not only for tourism but also for SMEs and national economy.

Challenges for Entrepreneurs of ‘Religious Tourism Circuits’: A Study of ‘Holy City’ Kurukshetra

2019 ◽  
Vol 5 (02) ◽  
Author(s):  
Reeti Gupta
Keyword(s):  
Significant Role ◽  
Uttar Pradesh ◽  
Cultural Tourism ◽  
Policy Makers ◽  
Tourist Destinations ◽  
Travel Agencies ◽  
Religious Tourism ◽  
Restaurant Owners ◽  
Holy City

Government of India launched a ‘Swadesh Darshan Scheme’ in January 2015 that pinpoints 13 designated circuits including Ramayana circuit, Krishna Circuit, Buddhist Circuit, and Spiritual Circuit to promote religious and cultural tourism in the country. Kurukshetra is a ‘Holy City’ of State of Haryana that is recently been added in ‘Krishna Religious Tourism Circuit’. ‘Krishna Circuit’ embraces inherent mythology and beliefs pertaining to Lord Krishna and includes different place of Haryana, Uttar Pradesh, Rajasthan, Gujrat, and Odisha for tourism facilitation. This scheme is alleged to contribute significantly in increasing the attractiveness of certain religious tourist destinations. Tourism entrepreneurs like hoteliers, restaurant owners, tour operators, travel agencies as well as religious entrepreneurs (Shinde, 2010) such as religious gurus, priests and managers of temples and ashrams are expected to get benefited from the initiatives proposed in the scheme in varied ways. Given the significant role of this scheme for growth of entrepreneurs, the present study aims to highlight the challenges faced by entrepreneurs that deserve attention of policy makers.

scholarly journals Social Media in Communicating about Social and Environmental Issues—Non-Financial Reports in Poland

Information ◽  
2021 ◽  
Vol 12 (6) ◽  
pp. 220
Author(s):  
Ewa Stawicka ◽  
Joanna Paliszkiewicz
Keyword(s):  
Good Practice ◽  
Environmental Issues ◽  
Marketing Communication ◽  
Limited Extent ◽  
Socially Responsible ◽  
Communication Tools ◽  
Financial Reports ◽  
Good Practices ◽  
Corporate Social ◽  
The Impact

The main purpose of this article is to analyze the dissemination of social reports among entrepreneurs in order to determine the number of reporting organizations and examples in which Corporate Social Responsibility (CSR) areas enterprises report. We analyze the dissemination of social reports among entrepreneurs in Poland and determine the number of reporting organizations and examples in which CSR companies report. This work is a guide for entrepreneurs in Poland to build strategies and activities for transparency and communicating good practice. One of the research goals was to identify and evaluate communication activities with stakeholders in terms of responsible activities, social and environmental. The data analysis comes from a detailed literature review and the Responsible Business Forum (FOB) Reports database for 2008–2019 in Poland. The results of the survey show that many entrepreneurs in Poland, representing small, medium-sized (SME), and even large enterprises underestimate the importance of socially responsible activities. Entrepreneurs communicate with stakeholders to a limited extent and are not informed about good practices. The vast majority of the surveyed enterprises, especially large ones, prepare social reports, which result from obligation: requirements of Directive 2014/95/EU. The SME sector shows a lack of knowledge and uses individual marketing communication tools to a limited extent, limiting itself to advertising activities (very few companies prepare social reports). The article is a practical tip for enterprises showing the impact of business on changes towards sustainable development. Originality/value lies in the fact that the article presents selected research results on various aspects related to social reporting and communicating social and environmental activities to stakeholders.

DETERMINAN NILAI PELANGGAN & IMPLIKASINYA TERHADAP LOYALITAS KONSUMEN DI BANK SYARIAH WILAYAH DKI JAKARTA

2019 ◽  
Vol 3 (2) ◽  
pp. 144-165
Author(s):  
Hanan Wihasto
Keyword(s):  
Product Quality ◽  
Customer Value ◽  
Distribution Channels ◽  
Marketing Communications ◽  
Survey Method ◽  
Marketing Communication ◽  
Consumer Loyalty ◽  
Significant Positive Effect ◽  
Dominant Contribution ◽  
Positive Effect

The purpose of this study was to determine and analyze the effect of Marketing Communications on Customer Value. To know and analyze the influence of product quality on Customer Value. To know and analyze the influence of Distribution Channels for Customer Value. To know and analyze the effect of Marketing Communications, Product Quality and Distribution Channels together on Customer Value. To know and analyze the impact of the Consumer LoyaltyMarketing Communications. To know and analyze the influence of product quality on Consumer Loyalty. To know and analyze the influence of Distribution Channels for Consumer Loyalty. To know and analyze the effect on the Customer Value Customer Loyalty. To know and analyze the effect of Marketing Communications, Product Quality, Distribution Channels andCustomer Value jointly against Consumer Loyalty. The method used is survey method descriptive and explanatory survey with asample size of 435 respondents, as well as data analysis method used is SEM (Structural Equation Modelling) with LISREL 8.80. Based on the results of the study, then obtained the following findings: Marketing Communications positive and significant impact on Customer Value. Product quality and significant positive effect on Customer Value. Distribution Channels positive and significant impact on Customer Value. Marketing Communication, Product Quality and Distribution Channels simultaneously positive and significant impact on Customer Value. Partially Marketing Communications dominant contribution in influencing the Customer Value. Marketing Communications positive and significant impact on consumer loyalty. Product quality and significant positive effect on consumer loyalty. Distribution Channels positive and significant impact on consumer loyalty. Customer Value positive and significant impact on consumer loyalty. Marketing Communication, Product Quality, Distribution Channels and Customer Value simultaneously positive and significant impact on consumer loyalty. Partially Marketing Communications dominant contribution in influencing consumer loyalty.  

scholarly journals AKTIVITAS INTEGRATED MARKETING COMMUNICATION PT BLUE BIRD TBK DALAM MEMPERKENALKAN APLIKASI MY BLUEBIRD 5 DI MASA PANDEMI COVID-19

2021 ◽  
Vol 1 (1) ◽  
pp. 17
Author(s):  
Wulan Muhariani
Keyword(s):  
Public Relations ◽  
Media Coverage ◽  
Direct Marketing ◽  
Secondary Data ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
The Public

ABSTRACTSomething new from the company, whether it is innovations, policies and the latest achievements from the company, should ideally be communicated and marketed to the public under any circumstances, including during a pandemic. At this time, all companies are challenged to market their products and services, a special strategy is needed to achieve the company's goals. For this reason, this study aims to analyze the implementation of Integrated Marketing Communication (IMC) activities carried out by PT Blue Bird Tbk in introducing the company's latest innovation, namely the My Bluebird 5 application during the COVID-19 pandemic. This research was conducted qualitatively with a case study method and data collection was divided into two, namely primary through interviews and observations; as well as secondary data through literature studies and media coverage results. The conclusion of this research is that PT Blue Bird Tbk has implemented an integrated marketing communication concept to introduce the My Blue Bird 5 application in the midst of a pandemic through various tactics such as from advertising, public relations, internet marketing, sales promotion and direct marketing activities.Keywords: Marketing Communications, Integrated Marketing Communication, Pandemic  ABSTRAKSesuatu yang baru dari perusahaan, entah itu inovasi, kebijakan dan pencapaian terbaru dari perusahaan, idealnya harus dikomunikasikan dan dipasarkan kepada masyarakat dalam kondisi apapun, termasuk di masa pandemi. Pada masa ini, semua perusahaan mendapat tantangan untuk memasarkan produk dan jasanya, dibutuhkan strategi khusus agar tujuan perusahaan tercapai. Untuk itu penelitian ini bertujuan menganalisis penerapan aktivitas Integrated Marketing Communication (IMC) yang dilakukan oleh PT Blue Bird Tbk dalam memperkenalkan inovasi terbaru perusahaan, yaitu aplikasi My Bluebird 5 di masa pandemi COVID-19. Penelitian ini dijalankan secara kualitatif dengan metode studi kasus dan pengumpulan data terbagi menjadi dua yaitu primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka dan hasil liputan media. Kesimpulan dari penelitian ini adalah PT Blue Bird Tbk telah menerapkan konsep komunikasi pemasasaran terpadu untuk memperkenalkan aplikasi My Bluebird 5 di tengah masa pandemi melalui berbagai macam taktik mulai dari kegiatan periklanan, public relations, pemasaran internet, promosi penjualan dan pemasaran langsung.Kata Kunci: Marketing Communications, Integrated Marketing Communication, Pandemi

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.

scholarly journals PEMBERDAYAAN PAGUYUBAN BATIK PENDOPO DESA JARUM BERBASIS KOMUNIKASI PEMASARAN VIRTUAL DI ERA PANDEMI COVID-19

Dharma LPPM ◽  
2021 ◽  
Vol 2 (2) ◽  
Author(s):  
Puji Lestari ◽  
Titik Kusumantini ◽  
Elisabet Isyana Rahayu ◽  
Devi Wening Astari ◽  
Muhammad Irfan
Keyword(s):  
Word Of Mouth ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Community Members ◽  
Very High ◽  
Made In

Virtual marketing communication is still something new for the Paguyuban Batik Pendopo Desa Jarum. Marketing is usually done only through word of mouth and occurs offline. However, due to the COVID-19 pandemic, tourist visits to Jarum Village have greatly decreased. Virtual-based marketing communications are needed to survive in this uncertain situation. With an association that accommodates UMKM, the potential to switch from conventional marketing communications to virtual marketing communications is very high. This service stage starts from discussions with community members of Paguyuban Batik Pendopo Desa Jarum, understanding community members about the importance of virtual marketing communication, assistance in making profile videos, assistance in making websites and blogs, and assistance in creating e-commerce accounts. The contribution made in this service is the assistance of the Paguyuban Batik Pendopo Desa Jarum in virtual marketing communications, especially in the era of the COVID-19 Pandemic.

scholarly journals Towards strategic integration in marketing communications in a decentralised organisational structure

2020 ◽  
Author(s):  
◽  
Enno Frehse
Keyword(s):  
Conceptual Model ◽  
Business Strategy ◽  
Corporate Strategy ◽  
Marketing Communications ◽  
Successful Implementation ◽  
Marketing Communication ◽  
Organisational Structure ◽  
Strategic Integration ◽  
Guiding Principles ◽  
Successful Integration

The concept of integrated marketing communications (IMC) was developed in the early 1990s and has gained significant interest from academics and practitioners alike. Although the concept is widely known for its theme of achieving consistency in messages sent, integration of marketing communications with corporate strategy is arguably the defining construct of IMC. In contrast to the attention the concept of IMC has achieved, integration of marketing communications with corporate strategy is rarely achieved. Correspondingly, there is a gap in understanding why such successful integration remains scarce. In order to support closure of this knowledge gap, the aim of this research is to support the successful implementation of IMC at a strategic level through the development of a conceptual model that is capable of helping to overcome barriers to successful integration. The objectives of the study are therefore to explore how decisions about marketing communication activities are taken and how customer knowledge generated through marketing communication activities is used to inform business strategy decisions. The knowledge needed to fulfil the research aim was generated from a case study setting of a global company, operating a decentralised organisational structure in the healthcare industry. The resulting research findings were grouped into three thematic areas which are termed efficiency, consistency, and relationship. These thematic areas, if unmanaged, may inhibit company-wide alignment of marketing communications activities with business strategy. This thesis contributes towards facilitating integration of marketing communications with strategy by providing a conceptual model which is termed ‘integration areas’. This model is based on the idea of using guiding principles for aligning marketing communication activities throughout a company. The integration area concept helps in the development of these guiding principles by providing thematic areas which should be considered in the course of this development so that integration of marketing communication activities with business strategy is achieved. Such support for guiding principles development for the purpose of achieving strategic integration of marketing communication activities has not yet been provided.

scholarly journals ANALISIS PERKEMBANGAN PENELITIAN KOMUNIKASI PEMASARAN DAN KONTEN DIGITAL

DIALEKTIKA ◽  
2019 ◽  
Vol 6 (2) ◽  
pp. 118-134
Author(s):  
Heni Indrayani ◽  
Swita Amalia Hapsari ◽  
Hanif Wahyu Cahyaningtyas ◽  
Rifqi Hindami
Keyword(s):  
Marketing Communications ◽  
Digital Content ◽  
Communication Studies ◽  
Marketing Communication ◽  
Communication Research ◽  
Research Topics ◽  
Study Program ◽  
Final Project ◽  
Media Platform ◽  
Bibliometric Approach

Students try to communicate scientifically through information written in their final project in the form of a Thesis. In the distribution of research topics in the Communication Studies program at Dian Nuswantoro University, most discussed digital content and marketing communication. Therefore, the purpose of this research is to analyze the development of digital content research and marketing communications. The method used is a descriptive quantitative method with a bibliometric approach from 21 thesis of Communication Studies Program students from August 2017 to March 2019. The results showed that the study of Communication Studies Program Students at Dian Nuswantoro University was the most adalagh of analyzing digital content and marketing communications. This is in accordance with specialization in the study program. Digital content both online media, social media and Youtube are discussed in terms of strategy and media platform content. Meanwhile, marketing communication research discusses the strategy side and impact of marketing communication.

Social Media and Its Implications for Marketing Communications

2015 ◽  
pp. 252-270 ◽  
Author(s):  
Irina Yankova ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Customer Retention ◽  
Marketing Communications ◽  
Customer Engagement ◽  
Marketing Communication ◽  
Design And Implementation ◽  
Computer Mediated ◽  
Social Media Platforms ◽  
Way Of Thinking ◽  
The Uk

The field of marketing communications studies is often called on to close the gap between marketing and computer-mediated studies. This chapter engages with the concept of social media in the design and implementation of marketing communication programmes, particularly in the UK Fashion sector. The chapter goes on to conclude, rather sceptically, that understandings of the various nuances of social media platforms could engender effective customer retention programmes. It also offers a new way of thinking about customer engagement, incorporating social media platforms.

Conceptualizing and Measuring Content Marketing in Luxury Firms

2016 ◽  
pp. 109-132 ◽  
Author(s):  
Elisa Rancati ◽  
Niccolo Gordini ◽  
Alexandru Capatina
Keyword(s):  
Firm Performance ◽  
Significant Role ◽  
Marketing Strategies ◽  
Target Audience ◽  
Marketing Communications ◽  
Global Markets ◽  
The Past ◽  
Luxury Marketing ◽  
Content Marketing

Luxury marketing has gone through some major changes over the past couple of decades. The power is moving away from luxury firms to luxury consumers, who are playing a more significant role than ever before. These challenges in global markets have sparked a growing interest by practitioners and academics in the content marketing and in the metrics to measure its impact on luxury firm performance. However, the literature is still fragmented. Trying to fill this gap, this chapter has two main objectives. Firstly, it reviews the existing literature on content marketing and the main metrics used. Secondly, it analyses the degree of use and effectiveness of content marketing strategies, tools and metrics on a sample of 218 luxury firms. The results of the study revealed that content marketing is seen by luxury firms as marketing communications strategy that provides valuable and helpful information to a clearly defined target audience with the aim to increase sales.

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