scholarly journals Social responsibility in the application of integrated marketing communication

2020 ◽  
Vol 5 (2) ◽  
pp. 33-41
Author(s):  
Milan Krivokuća
Keyword(s):  
Social Responsibility ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Socially Responsible ◽  
Marketing Environment ◽  
Responsible Behavior ◽  
Modern Business ◽  
Total Profit ◽  
Business Entities

Modern business entities that operate independently or are integrated within modern market-oriented systems interact with the environment in which they operate. By promoting social values and norms, companies achieve a significant competitive advantage over companies in their field, increasing their market share, which results in an increase in the total profit of a particular company. Business entities have a major role in developing and nurturing activities related to social responsibility, especially in the field of environmental protection and the provision of satisfactory quality products and services. The aim of this paper is to point out and present changes in socially responsible behavior in relation to trends in the marketing environment.

scholarly journals International experience of enterprises social responsibility management and peculiarities of its adaptation to the economic realities of Ukraine

2021 ◽  
Vol 11/1 (-) ◽  
pp. 10-15
Author(s):  
Yuliia CHYRKOVA ◽  
Mariana BORTNIKOVA
Keyword(s):  
Sustainable Development ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Continuous Process ◽  
Enterprise Management ◽  
Total Efficiency ◽  
Socially Responsible ◽  
Modern Business ◽  
Business Entities ◽  
Corporate Social

Introduction. Nowadays, the development of an enterprises social responsibility (SR) strategy is one of the integral components of its successful functioning as it transfers the relationship between the enterprise and society to a higher level and becomes one of the most important factors on the way to the economic development of both an individual enterprise and our country as a whole. Modern business cannot consider itself separately from its most important stakeholders, therefore, the implementation of corporate social responsibility concept is the indirect factor that provides the link SR – stakeholders – enterprise total efficiency increasement. Purpose. The theoretical basis of the study is the works of leading domestic and foreign scientists, as well as international and national legislative and regulatory acts in the field of the enterprise’s social responsibility concept formation and development. In the process of performing the work and reflecting the results, such general scientific research methods were applied as etymological, comparable, systematical, synthesis and analysis, generalization, statistical comparison, etc. Results. The essence of the “social responsibility” concept is viewed through the prism of its key elements (economic, legal, moral, philanthropic and environmental), only a comprehensive implementation of which allows you to verify that the company is making progress towards sustainable development. The article analyzes the successful experience of applying the concept of social responsibility among world famous companies of different industry sectors, and also clarifies how the management systems of domestic enterprises are adapted to the principles of corporate social responsibility and sustainable development in general. As a result, the advantages of introducing social responsibility in Ukrainian companies are outlined, and problematic issues accompanying this process are highlighted and general recommendations for their effective elimination are presented. Conclusion. The SR management system is a set of interrelated functions of analysis, planning, organization and control that ensure a continuous process of interaction between enterprise management and stakeholders. At the same time, only well-coordinated actions of business entities and the state towards the development of applied tools for socially responsible company management will allow us to bring the concept of social responsibility in Ukraine to a qualitatively new level, ensuring the intensification of our society development in the direction of sustainable development.

scholarly journals PEGARUH INTEGRATED MARKETING COMMUNICATION TERHADAP BRAND EQUITY PADA MCDONALDS A.YANI PADANG

2019 ◽  
Author(s):  
Randi Surya Jaya ◽  
Febsri Susanti
Keyword(s):  
Hypothesis Testing ◽  
Brand Equity ◽  
Significant Influence ◽  
Quantitative Methods ◽  
Sampling Techniques ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Marketing Environment ◽  
Total Sales

Integrated Marketing Communication makes a very important role that has increased the ability of companies to be able to compete in the marketing environment that can be seen from total sales from 2014 to 2016. This study aims to analyze the Influence of Integrated Marketing Communication Against Brand Equity At Mcdonalds A. yani padang. This type of research uses quantitative methods. Population in this research is consumer of Mcdonalds A.yani padang. The number of samples in this study as many as 55 respondents with sampling techniques in this study using purposive sampling, the technique of determining the sample with certain considerations in the hope that bias can avoid the occurrence of bias on the results of this research. The technique used in testing the hypothesis is regression simple. While to test the hypothesis using statistical T test. The result of hypothesis testing shows that Integrated Marketing Communication to Brand Equity, which can be seen from t value equal to (5,114) which means big from t table value (0.000). This shows a positive and significant influence (0.000 <0.05). So accept the hypothesis Ha which states Integrated Marketing Communication have a positive and significant impact on Brand Equity. This shows that to achieve a high Brand Equity, Mcdonalds A.yani padang needs to improve Integrated Marketing Communication.

Analisis Deskriptif Strategi Komunikasi Hotel Sakura Syariah

2020 ◽  
Vol 5 (2) ◽  
Author(s):  
Nazwirman Nazwirman ◽  
Efendy Zein
Keyword(s):  
Local Government ◽  
Analytical Method ◽  
Marketing Mix ◽  
Communication Strategy ◽  
Easy Access ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Physical Evidence ◽  
Technology Process

The research objective describes an integrated marketing communication strategy in developing Sakura Syariah Hotel to see a comprehensive marketing communication strategy. Hotel Sakura Syariah is a 3-star syariah concept hotel which has 70 rooms. The analytical method uses the 7P (marketing mix) approach. The research results to increase the number of guests staying the strategy consisted of products, which offer a sharia concept with various types of representative rooms. Pricing, using the appropriate price preferences. Place, hotel location that is close to the center of the district capital and easy access. Promotion, with direct selling in accordance with local government and private selling by participating in various marketing events, sales proposals and advertising. People, conduct trainings to improve human resource capabilities. Physical evidence, a physical building that has Sharia characters and is supported by fairly good technology. Process, reservation service is quite fast and excellent. The development of this Sayriah hotel must be supported by related parties, especially the local government in order to increase the number of hotel guests

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.

Social Responsibility of Authorities and Local Self-Government in Support of Integrated Development of Territories

2019 ◽  
pp. 22-27
Author(s):  
Victor Dubishchev ◽  
Olesia Hryhorieva ◽  
Iryna Makarenko
Keyword(s):  
Social Responsibility ◽  
Development Strategy ◽  
Global Economy ◽  
Competitive Advantages ◽  
Socially Responsible ◽  
Integrated Development ◽  
Responsible Behavior ◽  
Development Plans ◽  
Key Aspects ◽  
Intellectual Potential

The contemporary approaches to the development of territories are considered in the article. It is noted that the integrated European approach to the development of territories is increasingly being applied in Ukraine. The essence of integrated development, the stages of development of the Integrated Development Strategy (Concept Strategy), emphasized that understanding of the role and functions of government and local self-government in the development and implementation of integrated development of territories should be perceived not only as the current management task, but also as social responsibility to the community and society. The key aspects of socially responsible behavior of authorities and local self-government in ensuring integrated development of territories are determined. It is noted that the perception of the fulfillment of its functions as social responsibility will allow to effectively plan and implement the development plans of the territories, compete for investments and the best jobs; use the local resource of the territory to create competitive advantages of the region, provide motivation and the ability of "key players" to use competitive advantages and to cooperate effectively; create and maintain institutions that promote the use of intellectual potential, ongoing modernization and innovation in the region; to ensure the willingness and ability of key institutions to adapt to the challenges of the global economy.

PEMILIHAN MEDIA KOMUNIKASI DARI MAHASISWA UNIVERSITAS BUNDA MULIA ANGKATAN 2010/2011 JURUSAN MANAJEMEN

2017 ◽  
Vol 6 (2) ◽  
Author(s):  
Lelly Christin
Keyword(s):  
Market Share ◽  
Direct Mail ◽  
Communication Media ◽  
Marketing Communication ◽  
University Management ◽  
Integrated Marketing ◽  
Information Need ◽  
Integrated Marketing Communication ◽  
The Right ◽  
The University

<p>Lately competition becomes really tough, because of that each University has to choose the right strategy in order to increase their market share. Some of the strategies than can be done are by choosing the right communication media for each promotion that the university wants to do. For the reason, this research wants to know which communication media that really attracts students at Bunda Mulia University, Management Major in year 2010/2011. In this research, the writers used incidental sampling. The writers also use questionnaire for gathering the data or information need. To analyze the data, the writes use SPSS ver. 15.0 for windows. The conclusion of this research about the highest percentage to the lowest percentage of the most attractive communication media are television, internet, direct mail, magazines, radio, newspapers, outdor advertising, and the last one is telemarketing. According to result, the highest percentage of an attractive communication media is television, so writer suggest that the best media to do the promotion is television media.</p><p>Keyword :</p><p>Communication media, markeing communication, integrated marketing communication</p>

In Search of a Theory of Integrated Marketing Communication

2007 ◽  
Vol 11 (2) ◽  
pp. 21-31 ◽  
Author(s):  
Don Schultz ◽  
Gayle Kerr ◽  
Ilchul Kim ◽  
Charles Patti
Keyword(s):  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication
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