CONCEPTUAL MODEL IN INTEGRATED MARKETING COMMUNICATION

Daina Šķiltere, Santa Bormane

Abstract


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 following scientific research methods are used in the research study: analytical, comparative, graphical, statistical, observatory and interrogative. The research focuses on the Latvian food retail sector, with leading specialists from all Latvian food retail chains polled. The object of the research is Latvian food retail chains, and the subject of the research is integrated marketing communication as a set of tools. Findings: The results of the research are of both theoretical and practical value, as it confirmed the hypothesis that a complex use of IMC promotes a long-term relationship among all stakeholders of the selling and buying process. The authors have collected and classified IMC tools and, based on the results of the research, drawn up a conceptual model of integrated marketing communications.

Keywords


food industry; food retail sector; integrated marketing communications; integrated marketing communication tools; conceptual integrated marketing communication model

Full Text:

PDF

References


Anker, T.B., Moutinho, L., Sparks, L. and Grönroos, C., (2015). “Consumer dominant value creation: a theoretical response to the recent call for a consumer dominant logic for marketing”, European Journal of Marketing, Volume 49 Issue 3/4, p 532-560.

Bruhn, M., Schnebelen, M., 2017, Integrated marketing communication – from an instrumental to a customer-centric perspective, European Journal of Marketing, Volume 51, p 464-489

Finne, Å. and Strandvik, T. (2012). “Invisible communication: a challenge to established marketing communication”, European Business Review, Volume 24, Issue 2, p 120-133;

Finne, Å., Grönroos, C., (2017). Communication-in-use: customer-integrated marketing communication, European Journal of Marketing, Vol. 51 Issue: 3, p 448, pieejams: https://doi.org/10.1108/EJM-08-2015-0553 [skatīts 10.03.2017.]

Foxton, J., (2008). One of the founding partners of Comment UK, Stimulating WOM through Live Experiential Marketing, Euro RSCG Riga unpublished conference materials, Riga, p98

Heinonen, K., Strandvik, T. and Voima, P., (2013) Customer dominant value formation in service, European Business Review, Volume 25, p 104-123

Jobber, D. (2007). Principles and practice of marketing. London: McGraw-Hill, 1022 p.

Kotler, P., Keller, K. L. (2006). Marketing management. Upper Saddle River, NJ: Pearson/Prentice hall, 729 p.

Pelsmacker, P. De, Geuens, M., Van den Bergh, J. (2007). Marketing communications: a European perspective. Harlow: Prentice-Hall/Financial Times, 2007. 610 p.

Reid, M., (2012). Building Strong Brands Through the Management of Integrated Marketing Communications, International Journal of Marketing, Volume 41,

Rimkienė, I., (2013). Integrated Marketing Communication: Theoretical Approach, Proceedings of the International Scientific Conference: Rural Development, Aleksandras Stulginskis Univiversty, Lithuania, p 307

Rindell, A. and Strandvik, T., (2010). Corporate brand evolution: corporate brand images evolving in consumers’ everyday life, European Business Review, Volume 22, p 276-286

Schultz, D.E., Kitchen, P.J., (2000). Communicating Globally: an Integrated Marketing Approach. London: Palgrave-Macmillan, p.85

Бернет, Дж., Мориарти, С. (2001). Маркетинговые коммуникации: интегрированный подход.Санкт-Петербург:Питер, 860 cтр.




DOI: http://dx.doi.org/10.17770/sie2018vol1.3406

Refbacks

  • There are currently no refbacks.