Search results for "marketing communication"
showing 10 items of 67 documents
THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATIONS ON THE DEMAND OF SUSTAINABLE PRODUCTS AT LATVIAN FOOD RETAIL CHAINS
2018
Research background: There are a number of product-related tools subject to regulation by state authorities and controlled by subordinate authorities. From the viewpoint of sustainable development, novelties in the legislation, government regulations and other regulatory enactments would enable the state to not only enhance the assortment of sustainable products at food retail chains, but also to raise the awareness of consumers, thus also triggering changes in demand for sustainable (ecological, environment-friendly, high-quality) products. Consumers lack information on the characteristics of the products purchased; they are not knowledgeable about the nutritional value, packaging, raw mat…
INTEGRATED MARKETING COMMUNICATIONS IN SUSTAINABLE BUSINESS
2018
Business sustainability hinges on authorities’ action, cooperation and willingness to protect nature and natural resources, but they also have to meet the economic needs and cultivate the economic opportunities, whilst also satisfying the social needs and building a fair relationship among the different social groups. One of the ways to develop a sustainable business is integrated marketing communications. When using integrated marketing communications, businesses – notably food producers and retailers – need to focus on the education of consumers, the ecological performance and impact of products on the environment and human health, thus contributing to a sustainable development of Latvia’…
Sustainability: Economic, Environmental and Public Issues. Marketing Possibilities
2021
The research aims to update the corporate marketing role in promoting sustainability. The study is based on the assessment of today’s economic, ecological, and social responsibility issues, as well as public issues associated with the development of sustainability. The following scientific research methods have been applied in the research: analytical, comparing, graphical, statistical and surveillance methods. The authors have studied sustainability issues, i.e., economic, environmental and social, in the world and particularly in Latvia, as well as their impact on public welfare. In research, there was chosen and analysed the Latvian food retail industry, which makes a significant contrib…
Impact of Regulatory Decisions of the Republic of Latvia on Sustainable Product Supply Provided by the Food Retail Chains
2021
This article reflects the impact of regulatory decisions of the Republic of Latvia on the food retail sector and sustainable product supply provided by food retail chains, as well as on operational trends. Attention has been drawn to the law of the Republic of Latvia on the key characteristics of foodstuffs and sales on the market. The research covers development of classification of the main instruments characterizing the products subject to the national regulation, as well as development of a scheme of the impact of the Latvian authorities on the operation of food retail chains. To implement the goal and tasks of the research, the authors have applied quantitative and qualitative research…
Marketing Communication Course Material
2022
El document forma part dels materials docents programats mitjançant l'ajut del Servei de Política Lingüística de la Universitat de València Este documento recoge las diapositivas de los temas que engloba la asignatura Comunicación de marketing impartida en inglés The document contains the slides of the topics covered in the Marketing Communication course.
Mārketinga komunikācijas pilnveidošanas iespējas viesu namā "Naktsvijoles".
2018
Bakalaura darba tēma ir “Mārketinga komunikāciju pilnveidošanas iespējas viesu namā "Naktsvijoles"”. Bakalaura darba mērķis ir pamatojoties uz mārketinga komunikāciju teorētiskām atziņām un aptaujas rezultātiem izpētīt mārketinga komunikāciju izmantošanu viesu namā “Naktsvijoles”, atklāt nepilnības un izstrādāt priekšlikumus tās uzlabošanai. Darba pirmajā nodaļā, autors izmantojot dažādus pieejamos literatūras avotus, veic mārketinga komunikāciju un to veidu, būtību, priekšrocību un trūkumu analīzi. Otrajā darba nodaļā tika aplūkota viesu nama “Naktsvijoles” uzņēmuma darbība, struktūra un esošo mārketinga komunikāciju izmantošana, kā arī tika izstrādāta SVID analīze un darba autors izstrādā…
Mārketinga komunikāciju analīze veselības aprūpes nozarē
2015
Maģistra darba „Mārketinga komunikāciju analīze veselības aprūpes nozarē” mērķis ir, balstoties uz mārketinga komunikāciju teorētiskajām atziņām, klientu un ekspertu pētījuma rezultātiem, identificēt īpatnības mārketinga komunikāciju izmantošanai veselības aprūpes nozarē. Darbs sastāv no 3 nodaļām. Pirmajā nodaļā analizēta veselības aprūpes nozare Latvijā, kā arī mārketinga īpatnības tajā. Otrajā nodaļā apkopotas Latvijas un ārvalstu zinātnieku teorētiskās atziņas mārketinga komunikāciju jomā un paralēli veikta mārketinga komunikāciju pielietošanas analīze veselības aprūpes nozarē Latvijā. Savukārt trešajā nodaļā veikta klientu un ekspertu aptaujas rezultātu analīze. Darba noslēgumā izstrād…
Mārketinga komunikāciju analīze uzņēmumā SIA "Adidas Baltics".
2017
Bakalaura darba tēma ir “Mārketinga komunikāciju analīze uzņēmumā Sia “adidas Baltics” Darba mērķis ir pamatojoties uz apkopoto teorētiskās daļas informāciju par mārketinga komunikāciju veidiem un to plānošanu , analizēt uzņēmuma Sia “adidas Baltics” mārketinga komunikāciju efektivitāti Latvijas tirgū, rezultātā izstrādājot rekomendācijas uzņēmuma Sia “adidas Baltics” mārketinga komunikāciju efektivitātes palielināšanai. Bakalaura darbs sastāv no ievada, piecām nodaļām, secinājumiem un priekšlikumiem, izmantoto avotu un literatūras saraksta, un pielikumiem. Pirmajā, otrajā un trešajā nodaļā ir apkopota teorija, kura ir saistīta ar mārketinga komunikāciju veidiem - reklāmu, produktu realizēš…
Do IMC and ecological knowledge drive value co-creation? The new way to loyalty in hospitality
2021
Despite co-creation being considered a valuable strategy for incremental changes towards more sustainable activities and consumers’ declared interest, hospitality businesses still did not experience the expected level of client engagement in their service interactions. Therefore, the primary purpose of this paper is to examine the nature of value co-creation and its antecedents and consequences within the hotel industry context through the lens of sustainability. Integrated marketing communication (IMC) and ecological knowledge are examined as factors that enhance value co-creation. Satisfaction is observed as a mediator of the relationship between value co-creation and customer loyalty. A …
The impact of IMC consistency and interactivity on city reputation and consumer brand engagement: the moderating effects of gender
2019
The impact of Integrated Marketing Communications (IMC) has not received sufficient attention in the tourism marketing literature. The objective of this paper is to propose and empirically test a m...