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RESEARCH PRODUCT

Barriers to Integrated Marketing Communications: The Case of Latvia (small markets)

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Abstract No promotional tool should be used in isolation or without regard to the others; hence there is a trend toward integrated marketing communications. Many conclusions of researchers and most of the studies justify the effectiveness of the IMC and point to multiple advantages in comparison to the classical MC. In comparison to the classical MC, the IMC also in small markets declare exigency and ensure higher effectiveness. But the development and application of the IMC also has several problems or barriers. The purpose of this study is to investigate barriers to Integrated Marketing Communications in Latvian market (small markets). According to accomplished interrogation, the most important barriers are revealed which interfere with successful implementation of IMC in the Latvian market and the solutions are offered for overcoming them in order to achieve higher efficiency in the area of MC.