Search results for "marketing communication"

Influence of integrated marketing communication tools upon consumers’ buying decisions in the context of sustainability

2019

A topical business subject of nowadays is the influence of integrated marketing communications (IMC) for sustainability upon various consumer audiences and their buying decisions. From the standpoint of businesses the use of integrated marketing communications in product promotion contributes to the consumption of sustainable, ecological products and, consequently, a healthy lifestyle, yet the factors influencing buyer’s buying decisions still remain topical. In this research the authors surveyed buyers of Latvian food retail chains to find out the influence of promotion-related integrated marketing communication tools for sustainability upon buyers’ buying decisions. The research brings co…

Using neurophysiological tools to investigate marketing communication elements in digital and extended reality contexts

2023

No hace muchos años, las comunicaciones de marketing, particularmente la publicidad, estaban restringidas a unos pocos medios. Estos medios restringieron las comunicaciones de marketing a espacios y tiempos predefinidos. Ahora, los medios digitales, incluida la realidad extendida, eliminaron esas barreras de espacio y tiempo, permitiendo a las marcas interactuar con los consumidores prácticamente desde cualquier lugar y en cualquier momento. El medio digital también transformó el papel de los consumidores en la comunicación de marketing: de meros espectadores pasivos a dadores activos de opinión y aportaciones. La comprensión de los efectos de estos cambios en las percepciones de los consum…

Digitization of the communication and its implications for marketing

2014

Integrated marketing communications in high-quality hotels of central and southern Dalmatia - A study from the perspective of managers and guests

2012

Although the implementation of Integrated Marketing Communications (IMC) has been studied in different contexts and countries all over the world, further contributions are needed to consolidate the concept. Little research has been done on the integration of marketing communications in tourism-related sectors. Moreover, previous studies have focused mainly on managers’ opinions while overlooking consumers’ perceptions of IMC. The purpose of this research is to study in greater detail the IMC concept in the tourism sector, specifically in the hotels of Central and Southern Dalmatia, from a double perspective: managers-guests. Therefore, managers of 15 high-quality hotels and 118 guests were …

Integrirana marketinška komunikacija u visoko kategoriziranim hotelima Dalmacije: istraživanje iz perspektive menadžera i gostiju

2012

Although the implementation of Integrated Marketing Communications (IMC) has been studied in different contexts and countries all over the world, further contributions are needed to consolidate the concept. Little research has been done on the integration of marketing communications in tourism-related sectors. Moreover, previous studies have focused mainly on managers’ opinions while overlooking consumers’ perceptions of IMC. The purpose of this research is to study in greater detail the IMC concept in the tourism sector, specifically in the hotels of Central and Southern Dalmatia, from a double perspective: managers-guests. Therefore, managers of 15 high-quality hotels and 118 guests were …

ANÁLISIS DE LOS HOTELES DE ALTA CATEGORÍA DE CROACIA DESDE EL ENFOQUE HOTEL-HUÉSPED / ANALYSIS OF HIGH-QUALITY HOTELS OF CROATIA FROM THE HOTEL-GUEST…

2011

Croacia 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 TIC en…

Environmental values in industrial marketing relationships

2017

Concern for the natural environment has become an issue that virtually all companies have to address. Literature suggests that an environmentally oriented marketing strategy, such as an environmental brand image, yields competitive advantage for the supplier in the form of improved customer outcomes and financial performance. At the same time, key barriers to environmental purchasing are found to be related to higher perceived cost and lack of environmental interest among purchasing professionals. In addition, research has repeatedly revealed a gap between customers’ environmental values and attitudes and their manifestation in purchasing behavior. This dissertation contributes to the inter…

Is There a Need for New Marketing Communications Performance Metrics for Social Media?

2011

The objective of this paper is to develop a conceptual framework for measuring the effectiveness of social media marketing communications. With recent advances in information and communications technology, especially in social collaboration technologies, both academics and practitioners rethink whether the existing marketing communications performance metrics are still valid in the changing communications landscape, or is it time to devise entirely new metrics for measuring marketing communications performance. The study emphasizes that marketing communications performance measurement metrics have developed towards a customer orientation. The findings further indicate that a) there is no br…

Perceptions of content marketing : case study on Finnish companies

2015

The discipline of marketing has gone through some major changes over the past couple of decades. The power is moving away from companies to consumers, who are playing a more significant role than ever before. Furthermore, the increasing number of marketing channels and the digitalization of media create not only challenges but also opportunities for companies. These shifts in the environment have actually made content marketing to be one of the most popular concepts in marketing today. Content marketing is by no means a new concept, but the recent digital tools in marketing have changed the concept and made it more popular among marketers around the world. Content marketing is and has been …

Challenges in Marketing Communications During the COVID-19 Pandemic

2022

The purpose of this study is to explore how tourism and hospitality firms managed marketing communications (marcom) since the COVID-19 outbreak and to propose a conceptual framework on marcom challenges that the pandemic crisis has brought to the industry. In-depth interviews were conducted with tourism and hospitality managers in Croatia, a destination that registered remarkable tourism results in 2021. The proposed conceptual framework reflects the adaptation process and major changes in B2B and B2C communication since the COVID-19 outbreak on one hand and resulting strategic opportunities for marcom managers on the other, discussed in terms of practical implications. To the best of the a…