Search results for "Integrated marketing communications"
showing 10 items of 31 documents
TRENDS IN THE DEVELOPMENT OF INTEGRATED MARKETING COMMUNICATION IN THE CONTEXT OF DIGITAL MARKETING
2019
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 obsta…
CONCEPTUAL MODEL IN INTEGRATED MARKETING COMMUNICATION
2018
Integrated marketing communications are developing, with IMC approaches to communication with consumers seeing further enhancements in the scientific literature. However, in order to reach the marketing targets, a variety of IMC tools may be used in combination when implementing marketing activities. Despite each IMC tool in itself being highly distinctive, they all depend on each other in the creation of product consumption value and the enhancement of economic, communicational and social benefits. Purpose of the paper: The goal of the research is to assess the integrated marketing communications used in the marketing strategy of Latvian food retail chains. Methodology/methods: The followi…
Integrated marketing communications and information and communication technology in the hotel sector: An analysis of their use and development in Dal…
2011
The concept of integrated marketing communications (IMC) has been recognized as a key factor in the marketing literature. Boosted by advancements in information and communication technology (ICT), IMC has received considerable attention during the past decade. The purpose of this research is to study in greater detail the IMC and ICT concepts in the tourism sector, specifically in hotels. The empirical study was conducted in 17 high-class hotels in Dalmatia, the largest region on the coast of Croatia. Descriptive statistics analysis showed a high degree of IMC and ICT implementation in Dalmatian first-class and luxury hotels. Moreover, the ICT application increased with the hotel category, …
Barriers to Integrated Marketing Communications: The Case of Latvia (small markets)
2012
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 imp…
ANÁLISIS DE LOS HOTELES DE ALTA CATEGORÍA DE CROACIA DESDE EL ENFOQUE HOTEL-HUÉSPED
2011
RESUMENCroacia viene experimentando un auge turístico notable en los últimos diez años. Es crucial para su futuro desarrollo saber gestionar el sector hotelero de acuerdo con las nuevas exigencias del mercado. Este trabajo pretende analizar los hoteles de alta categoría de Croacia desde un doble enfoque hotel-huésped, centrándose en una nueva estrategia de marketing denominada Comunicación Integrada de Marketing (CIM), los avances en las Tecnologías de Información y Comunicación (TIC) y la lealtad. Los resultados demuestran el elevado grado de implantación de las TIC y de la CIM y el grado moderado de los programas de lealtad en los hoteles analizados. Además, confirman la influencia de las…
Content analysis of the empirical research on IMC from 2000 to 2015
2016
AbstractThe overall objective of this paper is to build upon previous empirical research into integrated marketing communications (IMC) and to provide guidelines for future research. A total of 80 empirical studies on IMC published between 2000 and 2015 are examined and systematically presented and discussed. IMC implementation, impact, perception, measurement and its relationship with technology emerge as five main research topics. Researchers seem to prefer quantitative research over qualitative and descriptive statistics analysis over more elaborated techniques. Europe is established as the top IMC research region, followed by America and Asia. Communication, education, retailing and tou…
Examining the link between integrated communication management and communication effectiveness in medium-sized enterprises
2012
On the basis of a framework for integrated communication management (ICM) derived from perspectives in the integrated marketing communications and communication management literature, we tested various hypotheses concerning the link between ICM and communication effectiveness. The hypotheses were tested on a sample of 642 Swiss-based companies, with a focus on medium-sized enterprises. The data yielded insights as to the role of ICM in respect of both ‘soft’ psychological and ‘hard’ economic measures of communication effectiveness. Results include that aligning communication with the corporate strategy and mission, scripting communication concepts and having a designated function for market…
Loyalty in High-Quality Hotels of Croatia: From Marketing Initiatives to Customer Brand Loyalty Creation
2013
In order to increase brand loyalty and build permanent relationships with their customers, hotel companies are embracing new marketing and communication initiatives, such as integrated marketing communications (IMC) and loyalty programs, both supported by advancements in information and communication technology (ICT). The purpose of this research is to study in greater detail loyalty, IMC, and ICT concepts in high-quality hotels of Croatia from the points of view of the hotel and the guest. The findings show a high degree of IMC and ICT adoption and a moderate degree of development of loyalty programs in hotels. Moreover, they confirm a positive influence of ICT on IMC implementation as wel…
Exploring Integrated Marketing Communications, Brand Awareness, and Brand Image in Hospitality Marketing: A Cross-Cultural Approach
2016
Purpose – The purpose of this paper is to assess customer perceptions of integration of marketing communications, brand awareness, and brand image in hospitality. Moreover, cross-cultural differences are considered when evaluating all the concepts, since national culture can have a considerable impact on customer behavior. Design/Methodology/Approach – After a literature review of the examined concepts, the results of an empirical study are presented and discussed. The empirical investigation was carried out by approaching 475 guests of upscale Croatian hotels. The SPSS software was employed for data analysis. Findings and implications – The results indicate that hotel guests assessed integ…
Effects of inbound marketing communications on HEIs’ brand equity: the mediating role of the student’s decision-making process. An exploratory resear…
2016
ABSTRACTA context of increased competition between higher education institutions (HEIs) for attracting potential national and international students has led universities to implement marketing communication strategies. Those strategies which are used to some extent include, among others, interactive inbound marketing. The purpose of the present exploratory study is to identify how HEIs can develop to improve their image and awareness by using new interactive marketing communication tools mediated by the student’s decision-making process. To conduct our investigation, we used both a qualitative (seven semi-structured interviews) and a quantitative survey (n = 121) methodology. Based on data …