Journal articles on the topic 'Integrated Marketing Communications Models'
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M. R., Smykova, and Rakhmanova A. "Evolution of models of integrated marketing communications in restaurant business." ECONOMIC Series of the Bulletin of the L.N. Gumilyov ENU 130, no. 1 (2020): 221–29. http://dx.doi.org/10.32523/2079-620x-2020-1-221-229.
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Strashynska, L., and T. Samonova. "MODELS OF INTEGRATED MARKETING COMMUNICATIONS OF TOURIST ENTERPRISES." Scientific Works of National University of Food Technologies 24, no. 4 (August 2018): 103–10. http://dx.doi.org/10.24263/2225-2924-2018-24-4-12.
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Zainullin, S. B., D. V. Burmistrov, V. S. Markova, and V. K. Sakhipova. "SALES PROMOTION MODELS AND STRATEGIES IN INTEGRATED MARKETING COMMUNICATIONS." OpenScience 4, no. 1 (2022): 105–17. http://dx.doi.org/10.51632/2658-7939_2022_4_1_105.
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Wu, Lingling, Yuriy Danko, Fuli Chen, Xuefeng Yao, and Fenghe Zhang. "Mapping the literature of integrated marketing communications: A scientometric analysis using CiteSpace." Innovative Marketing 18, no. 1 (March 9, 2022): 152–67. http://dx.doi.org/10.21511/im.18(1).2022.13.
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Integrated marketing communication (IMC) is an effective marketing practice in the age of social media. IMC builds customer relationships and enhances brand value by integrating information from multiple channels and strengthening user interaction. The purpose of this study is to present the development process, current hotspots, and future trends of IMC research. Moreover, it explores the characteristics and patterns of IMC research. First, this paper shows the annual literature volume, leading countries, journals, and authors in IMC research through bibliometrics. Then, five hot research topics are identified through keyword co-occurrence analysis, namely IMC theory and models, brand communication, media research, customer research, and marketing strategy. From 1991 to 2020, IMC research is divided into five phases, each of which is related to the enhancement of user interaction. Future IMC research will continue to be user-centered, and IMC research will continue with social media and branding, as well as research on other topics that can further enhance user interactions. This paper also finds that the characteristics of the concept of IMC itself lead to a constant renewal of its connotations, which is one of the reasons why scholars cannot reach a consensus on the concept of IMC. AcknowledgmentsWe thank Associate Professor Zhenkun Cui of Henan Institute of Science and Technology for his valuable comments during the writing and revision of this paper. The following research projects supported this study: (1) Henan Provincial University Humanities and Social Sciences Research Project No.2022-ZDJH-0099; (2) Henan Provincial University Humanities and Social Sciences Research Project No.2022-ZZJH-158; (3) Henan Province Social Science Planning Project No. 2021BZZ004; and (4) Xinxiang Social Science Federation Research Project No. 2021-167.
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Dastidar, Surajit Ghosh, and Srividya Raghavan. "Mountain Dew." Emerald Emerging Markets Case Studies 3, no. 8 (November 19, 2013): 1–6. http://dx.doi.org/10.1108/eemcs-07-2013-0143.
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Subject area Marketing, strategy, and integrated marketing communication. Study level/applicability The case is suitable for analysis in an MBA level marketing communication course where the theories of hierarchy of effects (HoE) models, push vs pull strategies as well as positioning strategies can be introduced. The case is suitable for analysis in an MBA level marketing course for the module on marketing communications/advertising and promotions. Case overview Sanjay, the regional head of PepsiCo India (eastern region), had been tasked with the preparation of a support plan for a new communication campaign of Mountain Dew, a yellow-coloured drink in PepsiCo's soft-drink portfolio. He had attended a meeting at the headquarters where he had been briefed on the new national campaign roll-out for Mountain Dew – for the first time with celebrity association. While Mountain Dew had been growing its market share in other regions of the Indian market, the Eastern region had been unresponsive to the mass media image building campaigns. During the meeting, the various aspects of Mountain Dew's performance were discussed and Sanjay was asked to prepare a support plan for the national campaign that will help to increase revenues and market share of the brand in the Eastern region. Expected learning outcomes To understand the complexities of differential impact of integrated nation-wide communications on various segments of the market due to cultural variations, to understand the role of push strategy vs pull strategy in marketing communications, to understand the role of consistency in image between the trade and consumers perception, to understand the impact of celebrity endorsements, an introduction to the HoE communication models and their applications, to understand limitations of the HoE and Think-Feel-Do models in objective setting and understanding the uses of alternative models, to build a communication plan based on pull vs push strategy. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
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Wardani, Surti, and Arif Siaha Widodo. "Upaya Meningkatan Publisitas Melalui Model Integrated Marketing Comunication Pada Sebuah Rumah Sakit Swasta di Tangerang Selatan." Jurnal Pemasaran Kompetitif 3, no. 2 (February 19, 2020): 48. http://dx.doi.org/10.32493/jpkpk.v3i2.4460.
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There are two Hermina Hospitals in South Tangerang. Although they have implemented a marketing communication strategy but not the Integrated Marketing Communication (IMC) model. This research aims to describe the marketing communication strategy used by the Hermina Hospital in South Tengerang. The focus of this research is on how marketing communication is available at the two Hermina Hospitals in making marketing communication models so that the services delivered are integrated. The method of this research is descriptive qualitative by observing the public. Data obtained by interviewing informants. The selection of research informants was by using purposive sampling method to obtain information about tyhe characteristics of the hospital service user community. The results of the study produced an integrated marketing communication model can be used as a basis for making policies in increasing hospital publicity.Keywords: Strategy, Model, Integrated Marketing Communication (IMC).
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Rosário, Albérico Travassos, and Joana Carmo Dias. "Industry 4.0 and Marketing: Towards an Integrated Future Research Agenda." Journal of Sensor and Actuator Networks 11, no. 3 (June 22, 2022): 30. http://dx.doi.org/10.3390/jsan11030030.
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Industry 4.0, or the Fourth Industrial Revolution, is driven by innovative technologies that have profound effects on both production systems and business models. This revolution is characterized by the addition of disruptive technologies and methods. These aspects of Industry 4.0 have a significant impact on marketing, and have led to an evolution to ensure that marketing activities align with technological advancements and address consumers’ current needs. The purpose of this paper is to formulate and discuss future research avenues for marketing considering the changes brought about by Industry 4.0. The approach taken in the paper is to review the relevant literature and focus on the key themes which are most important for future research on Industry 4.0 and marketing. Therefore, a Systematic Bibliometric Literature Review was conducted based on the SCOPUS indexing online database of scientific articles, the most important peer-reviewed journal database in the academic world. The paper finds that there are a number of research avenues for marketing researchers to conduct investigations in, but the most important areas are five marketing principles in Industry 4.0: cooperation, conversation, co-creation, cognitivity, and connectivity. Future research should focus on the quantitative study of these five principles.
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Vynogradova, Olena, Nataliia Nedopako, and Olha Kryzhko. "Formation and development of the concept of digital marketing." Socio-Economic Problems and the State 25, no. 2 (2021): 162–70. http://dx.doi.org/10.33108/sepd2022.02.162.
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The digital age has not only simplified many everyday tasks for us, such as communication, work or information retrieval, but has also provided many opportunities for business promotion. Due to the convenience, speed, and popularity of digital channels, their use in business to communicate with the target audience has grown into a separate type of marketing - digital marketing. Currently, there are many ways to influence the potential audience of companies, but the most popular and effective is this type of marketing, which determines the relevance of our topic. The article has a theoretical, fundamental character, in which the approaches to the concept of digital marketing are revealed, its advantages and prospects of development are revealed. The works of the authors dealing with the essence and definition of the term digital - marketing and application of digital technologies for effective marketing communications of modern enterprises are considered. The relevance of the formation of the concept of digital marketing is substantiated and the author's approach to the definition of this phenomenon is presented. The expediency of using digital marketing tools to achieve strategic goals and objectives of the company, able to improve and radically transform business processes. In solving these problems, both online and offline communication channels can be used, the purpose of which will ensure the most effective integrated use of all involved channels. The opportunity to implement marketing functions to a new level by digitizing traditional business models is presented. The article considers the features of the transition to "digitalization" of consumer communications, which are constantly changing when users communicate online, migrating to new digital marketing channels and communication platforms, as well as when using new ways to find information needed for consumer decision making. The need to find the optimal digital marketing tools for organizations and actively monitor new market trends to communicate with target audiences has been proven.
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Istanbulluoglu, Doga, Sheena Leek, and Isabelle T. Szmigin. "Beyond exit and voice: developing an integrated taxonomy of consumer complaining behaviour." European Journal of Marketing 51, no. 5/6 (May 8, 2017): 1109–28. http://dx.doi.org/10.1108/ejm-04-2016-0204.
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Purpose The purpose of this paper is to help researchers and practitioners to understand and respond to consumer complaining behaviour (CCB) by developing a taxonomy that addresses the inadequacies of previous consumer complaining taxonomies and models, simplifies the terminology and covers both traditional and new ways of complaining. Design/methodology/approach Based on a systematic review of 210 studies, a concept-centric analysis of CCB literature was conducted. Seminal taxonomies and models of CCB are revisited and a critical evaluation of these is presented. Findings An integrated taxonomy of CCB is proposed which enhances the understanding of complaining in the twenty-first century by clarifying the ambiguities and overlapping constructs in the previous taxonomies. Research limitations/implications The integrated taxonomy of CCB eliminates the ambiguity of previous approaches and introduces more coherent constructs in relation to the theory of CCB. The taxonomy comprehensively defines and describes the range of complaining actions to provide a complete framework. As a result, the authors’ understanding of CCB is developed through a focus on complaining actions, their characteristics and what these actions afford companies in their attempts to deal with complaints (i.e. audience and amount of information available). Practical implications Practitioners can use the integrated taxonomy of CCB to structure their complaint handling processes to obtain maximum customer feedback, to improve their product/service and to retain customers through satisfactorily addressing their complaints. Originality/value Although the literature on consumer complaining is mature, this is the first paper that offers a comprehensive taxonomy that explains CCB while addressing new developments in computer-mediated communications.
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Murhadi, Derinta Entas, and Nenny Wahyuni. "Integrated Marketing Communication Model in Building the Image of Tourist Attractions in Kota Tua Jakarta." International Journal of Travel, Hospitality and Events 1, no. 2 (May 1, 2022): 157–67. http://dx.doi.org/10.56743/ijothe.v1i2.17.
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ABSTRACT
Purpose: This research aims to harmonize marketing communication strategies and programs to create interesting messages and information.
Research Methods: The research uses a qualitative approach, namely the assessment of how Integrated Marketing Communication strategies and models in integrating the marketing communication mix. Kota Tua Jakarta (the Old City Jakarta) became a locus in this study. Observation, interview, documentation, and focus group discussion are research data collection techniques.
Results and discussion: The delivery of promotions and publications is directed at electronic media and social media by the reputation and target audience. Kuta Tua Jakarta’s website is designed to follow the dominant identity of building colors and tourist attractions from communities that are members of one community. Regional structuring and improving facilities and infrastructure and strengthening the cooperation network with stakeholders are the priorities of the manager.
Implication: The concept of the Integrated Marketing Communication model with planning is presented through organizational communication among stakeholders.
Keywords: IMC model, marketing communication mix, tourism product.
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Afriza, Eka Dana, and Nafiah Ariyani. "MODEL KOMUNIKASI PEMASARAN TERINTEGRASI DALAM PENGEMBANGAN BISNIS MEDIA BERKELANJUTAN." Jurnal Ilmu Komunikasi UHO : Jurnal Penelitian Kajian Ilmu Komunikasi dan Informasi 7, no. 1 (February 3, 2022): 143. http://dx.doi.org/10.52423/jikuho.v7i1.22323.
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Today, media business are faced with rapidly changing technology as well as in consumer preferences. However, until now there is no integrated marketing communication (IMC) framework that can guarantee the continuity of the media business. The purpose of this study is to review IMC models that are relevant to the media business continuity in the future. To achieve this goal, a literature review for the period 2017-2021 was conducted to identify existing IMC models. Each model is evaluated for its feasibility in the context of the continuity of the media business. Eleven models were found and analyzed qualitatively. In the final result, three models were found and combined into one sustainable media integrated marketing communication framework. These three models are the Communication-in-use IMC (CIMC), the Sense, Inform, Respond (SIR), and the integrated view of IMC (IVIMC). Although the three models are comprehensive enough to represent the focus aspects (inside-out vs outside-in) and the temporal dimensions (business-as-usual and crisis), they are still incomplete because they still only sbusiness-to-consumer (B2C) models. The researcher asks for further research to formulate an IMC model that serves advertisers (business-to-business, B2B). This will make the resulting IMC framework more complete for media continuity.Keywords: integrated marketing communication, media business, business-to-business, business-to-consumer, business continuityPada masa kini, bisnis media dihadapkan pada perubahan teknologi media yang cepat serta perubahan dalam preferensi konsumen. Walau begitu, hingga sekarang belum ada kerangka komunikasi pemasaran terintegrasi yang dapat menjamin keberlanjutan bisnis media. Tujuan penelitian ini adalah meninjau model-model komunikasi pemasaran terintegrasi yang relevan dengan bisnis media dan keberlangsungan bisnisnya di masa datang. Untuk mencapai tujuan ini, sebuah tinjauan literatur periode 2017-2021 dilakukan untuk mengidentifikasi model-model komunikasi pemasaran terintegrasi yang telah ada. Setiap model dievaluasi kelayakannya pada konteks media dan keberlanjutan bisnis media. Sebelas model ditemukan dan dianalisis secara kualitatif. Dalam hasil akhir, tiga model berhasil ditemukan dan digabungkan ke dalam satu kerangka komunikasi pemasaran terintegrasi media berkelanjutan. Ketiga model ini adalah model Communication-in-use Integrated Marketing Communication (CIMC), model Sense, Inform, Respond (SIR), dan model integrated view of IMC(IVIMC). Walaupun ketiga model telah cukup komprehensif mewakili aspek fokus (inside-out vs outside-in) dan dimensi temporal (business-as-usual dan crisis), ketiga model masih belum lengkap karena masih melayani konsumen (business-to-consumer, B2C). Peneliti meminta adanya penelitian lebih lanjut untuk merumuskan model IMC yang melayani organisasi pemasang iklan (business-to-business, B2B) sehingga menjadikan kerangka IMC yang dihasilkan lebih lengkap bagi keberlanjutan bisnis media.Kata kunci: komunikasi pemasaran terintegrasi, bisnis media, bisnis ke bisnis, bisnis ke konsumen, keberlanjutan bisnis.
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Orazi, Davide C., Amanda Spry, Max N. Theilacker, and Jessica Vredenburg. "A multi-stakeholder IMC framework for networked brand identity." European Journal of Marketing 51, no. 3 (April 10, 2017): 551–71. http://dx.doi.org/10.1108/ejm-08-2015-0612.
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Purpose Past integrated marketing communications (IMC) frameworks have established brand contacts as important sources of information and feedback. This paper aims to discuss how the presence of multiple brand stakeholders and the proliferation of digital media increase the amount of brand information generated exponentially. When a firm fails to harness this information, it risks misalignment between brand identity and brand image, which, in turn, tarnishes brand-equity. Design/methodology/approach Past IMC frameworks are reviewed and extended to identify specific brand contact points between multiple stakeholders that hold significant potential to dynamically reconfigure brand identity. Theoretical propositions regarding the IMC function’s role in managing these contact points to generate brand-equity are offered. Findings The brand contacts described and their successful integration into a firm’s brand-equity strategy extend current IMC-based brand-equity models and suggest fruitful, novel avenues for creating brand-equity. Further, these brand contacts offer practical examples of how the scope of marketing communications can be redefined. Originality/value This paper contributes to the body of research on the elevation of IMC to a strategic level function. In addition to the synergistic communication of the brand offering, IMC needs to play a pivotal role in coordinating the contacts between the brand and stakeholders, and in extrapolating relevant brand insights from these contacts.
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Baptista, Nuno. "Integrated reporting stimulates strategic communication of corporate social responsibility? A marketing perspective analysis based on Maignan, Ferrell and Ferrell’s stakeholder model of corporate social responsibility in marketing." Media & Jornalismo 18, no. 33 (November 12, 2018): 43–60. http://dx.doi.org/10.14195/2183-5462_33_3.
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Integrated reporting brings the promise of a new approach to corporate reporting based on integrated thinking, long-term focus, a broader view of value creation and a better articulation of organizations’ strategy and business models and further integration of corporate social responsibility and sustainability in business. Despite the potential of integrated reporting to drastically change the way corporate social responsibility is currently reported, marketing scholars focusing on ethics and social responsibility seem to be alienated from the discussion occurring in academia about integrated reporting. In this article we evaluate if integrated reports, as conceptualized by the International Integrated Reporting Council, may be used as a relevant source of information to operationalize Maignan, Ferrell and Ferrell’s stakeholder model of corporate social responsibility. We conclude that integrated reports present some important limitations, mostly related with being exclusively focused on the information needs of investors and not requiring companies to report on the full impact of their activities on other stakeholders. This study contributes to this special issue dedicated to the topic of strategic communication by framing the potential contribution of integrated reporting to strategic communication of corporate social responsibility.
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Dinni, Zuiyina Ayu, and Dinda Amanda Zuliestiana. "Pengaruh integrated marketing communication terhadap brand equity PT Nufarm Indonesia di Belu." Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan 5, no. 2 (September 25, 2022): 1138–46. http://dx.doi.org/10.32670/fairvalue.v5i2.2407.
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Indonesia is an agricultural country with the highest absorption of agricultural labor compared to the working population. The high level of agriculture in Indonesia, coupled with the demand for pesticides, is indicated by the value of the world agricultural chemical market from 2018 to 2020 which continues to increase and is predicted to continue to increase until 2025. Currently, more and more pesticide products are registered in Indonesia. PT Nufarm Indonesia has carried out its integrated marketing communication (promotion mix) since 2011 in Belu, NTT to build brand equity in the midst of competition. This study aims to determine how much influence PT Nufarm Indonesia's integrated marketing communication has in building its brand equity. The method used in this research is quantitative with a questionnaire as a tool to collect data on 100 respondents. The criteria for respondents are Nufarm fostered farmers in Belu, NTT who have used Nufarm Indonesia products more than once. The data obtained will be analyzed using Structural Equation Models (SEM) with Smartpls software. The findings of this study are that there is a significant effect of each dimension of integrated marketing communication on all dimensions of brand equity.
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Stanaland, Andrea J. S., Amanda E. Helm, and Lance Kinney. "Bridging the Gap in IMC Education: Where is the Academy Falling Short?" Journal of Advertising Education 13, no. 1 (May 2009): 73–81. http://dx.doi.org/10.1177/109804820901300111.
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Integrated marketing communications isn't new, but it's gaining momentum as power shifts from the marketer to the consumer and as marketers recognize the power and efficiency of taking a holistic approach to engaging consumers… For too long, marketing functions have been vertically organized by media type. This siloed approach is mirrored on the agency side, with rewards based on discipline-specific P&L models. These silos must be torn down…The client-side strategic integrator must involve and lead a team of colleagues who have the responsibility, vision, understanding and commitment to engage in a media-agnostic planning process. And this team of enlightened marketers must be willing to let strategic goals-not historic patterns- drive budget allocations. –Bob Liodice, Advertising Age, June 9, 2008
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Roy, Soumyadeep, Shamik Sural, Niyati Chhaya, Anandhavelu Natarajan, and Niloy Ganguly. "An Integrated Approach for Improving Brand Consistency of Web Content." ACM Transactions on the Web 15, no. 2 (May 2021): 1–25. http://dx.doi.org/10.1145/3450445.
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A consumer-dependent (business-to-consumer) organization tends to present itself as possessing a set of human qualities, which is termed the brand personality of the company. The perception is impressed upon the consumer through the content, be it in the form of advertisement, blogs, or magazines, produced by the organization. A consistent brand will generate trust and retain customers over time as they develop an affinity toward regularity and common patterns. However, maintaining a consistent messaging tone for a brand has become more challenging with the virtual explosion in the amount of content that needs to be authored and pushed to the Internet to maintain an edge in the era of digital marketing. To understand the depth of the problem, we collect around 300K web page content from around 650 companies. We develop trait-specific classification models by considering the linguistic features of the content. The classifier automatically identifies the web articles that are not consistent with the mission and vision of a company and further helps us to discover the conditions under which the consistency cannot be maintained. To address the brand inconsistency issue, we then develop a sentence ranking system that outputs the top three sentences that need to be changed for making a web article more consistent with the company’s brand personality.
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Dwiyani, Fitri, and Wahyu Sulistiadi. "Komunikasi Pemasaran Terintegrasi dan Preferensi Pasien di Rumah Sakit Kambang Jambi." Jurnal Ilmiah Kesehatan Masyarakat : Media Komunikasi Komunitas Kesehatan Masyarakat 14, no. 1 (February 28, 2022): 7–17. http://dx.doi.org/10.52022/jikm.v14i1.166.
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Abstrak
Latar Belakang: Divisi pemasaran Rumah Sakit (RS) berperan penting melalui komponen utama dalam manajemen pemasaran yaitu komunikasi pemasaran terintegrasi yang merupakan bagian dari bauran pemasaran 7P (Product, Price, Place, Promotions, People, Process, Physical Evidence). Komunikasi pemasaran terintegrasi dari 8 model komunikasi utama menurut Kotler dan Keller. Tujuan penelitian untuk mengidentifikasi model komunikasi pemasaran di RS Kambang dan preferensi pasien terhadap model tersebut, sehingga akan didapatkan gambaran dan masukan secara tepat dan efektif mengenai komunikasi pemasaran yang harus diterapkan di rumah sakit.
Metode: Studi cross-sectional dilakukan di RS Kambang menggunakan metode analitik observasional pada bulan Desember 2020 – Januari 2021. Data primer berupa wawancara mendalam kepada stakeholder terkait divisi pemasaran, pasien yang dipilih dengan teknik accidental sampling, serta observasi lapangan, sementara data sekunder berupa telaah dokumen terkait. Instrumen penelitian adalah pedoman wawancara mendalam dan modifikasi 8 model komunikasi utama oleh Kotler dan Keller.
Hasil: Bentuk komunikasi berdasarkan modifikasi 8 model komunikasi pemasaran Kotler dan Keller yang dianggap paling efektif dan efisien adalah bentuk saluran iklan dan pemasaran online serta sosial media. Sementara berdasarkan preferensi pasien, didapatkan bentuk komunikasi yang paling disenangi berupa iklan cetak dan tayangan, sampel/gimmick, olahraga, seminar, media sosial, SMS/Whatsapp, katalog, serta pameran.
Kesimpulan: RS Kambang telah menerapkan 8 model komunikasi pemasaran Kotler & Keller secara umum, namun pada implementasinya tidak semua bentuk komunikasi pemasaran dijalankan. Preferensi pasien terhadap bentuk komunikasi berbeda-beda satu sama lain, hal ini dipengaruhi oleh perbedaan usia, tingkat pendidikan, dan pekerjaan, dan berbagai latar belakang lainnya.
Kata Kunci: Komunikasi Pemasaran, Model komunikasi, Preferensi pasien.
Abstract
Background: The hospital marketing division has a vital role through main components in marketing management is integrated marketing communication which is part of the 7P (Product, Price, Place, Promotions, People, Process, Physical Evidence) marketing mix. Integrated marketing communication consists of 8 main communication models according to Kotler and Keller. This study aimed to identify the marketing communication model in Kambang Hospital and the patient's preferences for this model. Hence, an accurate, effective description and input would be obtained regarding the marketing communication that could be applied in the hospital.
Methods: A cross-sectional study was performed in Kambang Hospital using an observational analytic method in December 2020 - January 2021. Primary data were in-depth interviews with stakeholders related to the marketing division, patients selected by accidental sampling technique, and field observations, while secondary data were in the form of related documents review. The research instrument was an in-depth interview guidance and modification of 8 main communication models by Kotler and Keller.
Results: Communication form based on the modification of 8 Kotler and Keller marketing communication models were considered to be effective and efficient in Kambang Hospital included advertising channels form, also online marketing and social media. Meanwhile, based on patient preferences, the most preferred forms of communication are printed advertisements and impressions, samples/gimmicks, sports, seminars, social media, SMS / Whatsapp, catalogs, and exhibitions.
Conclusion: Kambang Hospital has implemented 8 Kotler & Keller marketing communication models in general, but only some forms of marketing communication were applied. Patients' preferences for forms of communication differ from one another, this is influenced by differences in age, education level, and occupation, and various other backgrounds.
Keywords: Communication Model, Marketing Communication, Patient Preference.
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Цапук, Дмитрий, and Dmitriy Tsapuk. "Marketing programs and the promotion of global cities on the international tourist market." Service & Tourism: Current Challenges 9, no. 2 (June 15, 2015): 14–24. http://dx.doi.org/10.12737/11391.
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The article suggests the analysis of activities to promote global cities in the international tourist markets. The leading position of global cities, not only in economics but also in attracting tourists, demands an urgent review of the main trends and methods of their promotion for possible application in the largest Russian cities. Using examples of dozens leading global cities the author highlights a number of key marketing programs of promotion of global cities on tourist markets - such as special programs for visitors and maintaining interaction with tourists, the use of social networking, branding.
The article concludes that the transition of a number of global cities to models of integrated promotion occurs as part of integrated strategies and campaigns in conjunction with the accented promoting on specific key target markets; the author considers the most striking examples of this integrated promotion. Also discussed in more detail are issues of partnership between government and business, professional, scientific and public organizations in the promotion of global cities, as a constant and essential element of the mechanism and the implementation of measures of tourist promotion. The article also pays considerable attention to the organization of major events and the sequence of events to attract tourists to the formation of tourist image of global cities. Final conclusions are valuable for use in the practice of promotion of the city in the tourist market, and for understanding contemporary forms of marketing communications.
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Klepek, Martin, and Halina Starzyczná. "MARKETING COMMUNICATION MODEL FOR SOCIAL NETWORKS." Journal of Business Economics and Management 19, no. 3 (November 19, 2018): 500–520. http://dx.doi.org/10.3846/jbem.2018.6582.
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The advent of social media offers yet another set of communication channels which can brand add to integrated marketing communication strategies. Contrary to online advertising available on social media where traditional advertising logic provides an adequate explanation, the content creation and dialogue on social networks still lack sufficient understanding. Consequently, there are many companies which tend to misunderstand customers communication needs within the social media landscape. The obvious reason is the lack of knowledge combined with resistance to change. To bridge this gap, there is a need for empirical research which will clarify the current communication needs of customers. To explore this phenomenon, exploratory research employing questionnaire involving 481 respondents was evaluated with factor analysis method. Identification of three factors provided deeper insights into the understanding of attitudes and behaviour of the current internet population in the Czech Republic. Social network Facebook was chosen as the most widespread not only locally but also globally. Based on this research and previous research studies on communication, a new communication model is proposed in which the element of interaction is the most important. The proposed scheme bears some novel aspects. Firstly, the content in our model is not created outside as in previous models. A social network itself provides a platform for content creation. Secondly, we expanded the physical technical environment of the social network by the abstract brand community in which not only customers but the employees form a vital part. Lastly, the data plays an important role as a valuable tool for feedback and further analysis. Data flow from customer to company enables managers to execute true mass individualisation.
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Pratami, Rezki, and Afrina Sari. "Korean Celebrity Brand Ambassador as a Strategy to Increase Sales of PT. Shopee Indonesia (Study: “Gfriend” In Shopee 11.11 Big Sale)." Mediator: Jurnal Komunikasi 13, no. 2 (December 26, 2020): 249–62. http://dx.doi.org/10.29313/mediator.v13i2.6090.
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This article examines PT. Shopee Indonesia's strategy in increasing sales with Korean celebrity brand ambassadors. Theory used is the integrated marketing communication theory by Kotler & Armstrong (2008) and brand ambassador concept owned by Rossita & Percy (2005). Data analysis is with observation, documentation and interviews of 4 informants by applying case study methods. The results showed choosing GFRIEND as the brand ambassador of Shopee 11.11 Big Sale campaign resulted in the sale of 70 million items sold on November 11, 2019, and sales tripled in the first hour compared to 2018. By running four of eight integrated marketing communication models by Kotler & Armstrong (2008) such as sales promotion, advertising, interactive marketing, and also events and experiences conducted through both mass media, online media, and social media resulted in a third quarter achievement of 2019 PT. Shopee Indonesia increased by 261,1% or equivalent to 257,2 million dollars, as well as Gross Merchandising Value (GMV) of 69,9% or equivalent to 4,6 billion dollars compared to 2018. This means that making GFRIEND as a brand ambassador Shopee 11.11 Big Sales is the right strategy and successfully brings PT. Shopee Indonesia to a significant increase in sales.
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Hamadeh, Sima, and Marie Marquis. "Linked models and theories: a tool for school nutrition policies deployment." British Food Journal 121, no. 4 (April 1, 2019): 975–90. http://dx.doi.org/10.1108/bfj-10-2017-0592.
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Purpose The purpose of this paper is to explore the pertinence of using an integrated conceptual framework based on several theories and models to guide interviews with adults and youth as a prelude to school nutrition policy (SNP) deployment. Design/methodology/approach Appropriate socio-behavioral and communication theories and models within a social marketing approach were used to build the integrated conceptual framework of this study. The target population consists of 115 multidisciplinary key stakeholders in Lebanon. Directed and semi-structured individual interviews and focus groups were conducted by using questionnaires associated with the variables of the framework. Collected data have been submitted to a thematic qualitative analysis. Findings Combining theories and models increases the potential for understanding the broader determinants of SNP deployment. It is important to choose a holistic theoretical perspective: to study key stakeholders’ perceptions of the facilitators and barriers of SNP development and implementation, to emphasize the active participation of communities and to guide the work of policy and decision makers. Practical implications This research offers perspectives on determinants factors envisaged in the deployment of SNP that help key stakeholders in their promotion and communication practices. Social implications For public policy makers, this research suggests a need to address communities perceptions’ of an eventual SNP deployment. Originality/value The comprehensive integrated conceptual framework proposed in this study amalgamates several variables involved in the process of health promotion under various categories to facilitate SNP deployment.
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FEDORENKO, Mykola. "IMPROVEMENT OF MARKETING AND LOGISTICS MANAGEMENT PROCESSES TAKING INTO ACCOUNT CURRENT TRENDS IN MARKET DEVELOPMENT." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, no. 6 Part 2 (December 2021): 124–29. http://dx.doi.org/10.31891/2307-5740-2021-300-6/2-20.
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The article investigates and considers options for the organization of marketing and logistics activities at the enterprise and developed a mechanism for managing marketing and logistics activities of the enterprise in order to implement them in the enterprise. With the help of theoretical analysis of marketing and logistics management processes and analysis of models, methods and mechanisms of marketing and logistics system of the enterprise considered the essence, purpose, content, objectives, basic principles and laws of reproduction of marketing and logistics activities in changing market conditions. the relationship of marketing and logistics at all levels of marketing and logistics strategy of the enterprise. Under the influence of marketing is the modification of the tasks of internal management and internal corporate planning of logistics activities of the enterprise. Reducing the costs of marketing and logistics strategy is one of the most affordable reserves to increase the competitiveness of the enterprise. The article examines a number of problems related to improving the management of marketing and logistics activities of the enterprise and developing an effective mechanism for its operation, adequate to the processes taking place in the market, taking into account strategic, tactical and technological aspects. Because, as utility analysis shows, a product or service provides satisfaction to the consumer only if it is available there and when the need arises, to achieve such satisfaction, integrated efforts are needed, both internal and external (with suppliers and end users). With this in mind, we need to work on understanding the importance of relations, intensifying communications between all participants in the marketing and logistics process and on the formation of information links.
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Senecha, Navneet, and Ritu Srivastava. "Mentorrd EduTech: charting new territories through social media marketing." Emerald Emerging Markets Case Studies 12, no. 2 (March 21, 2022): 1–32. http://dx.doi.org/10.1108/eemcs-09-2021-0310.
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Learning outcomes After studying and analyzing this case, students will be able to: understand and evaluate the integrated marketing communications (IMC) strategy for online businesses; understand and create the various components of an IMC plan; determine the challenges of scaling up a business and how social media marketing can help in that; learn how to assemble the positioning statement of a startup; determine and differentiate the different business models (revenue models); and understand and create the social media marketing strategy. Case overview/synopsis It was late April 2021, and Mr Srinivas Rao, the co-founder and director of Mentorrd EduTech, India, was contemplating the journey of more than five years. Much had changed since the startup Mentorrd Education Technologies Pvt. Ltd. (Mentorrd EduTech) was launched in 2015. From being an online artificial intelligence (AI)-based tool for analyzing and building resumes, Mentorrd expanded to specialized premium services for career development catering to MBA aspirants from India to international markets. However, during the same time, many problems had also started showing up. The competition had increased, and conversions became difficult. Mentorrd generated 95% of its leads through Google Ads pay per click (PPC) advertising. However, now, the increased competition made PPC costlier, where Mentorrd started at INR 10 per click but was now paying INR 50 per click. The customers also were only limited to searching for keywords; hence, actual lead conversion was minimal. Mentorrd was present on different social media platforms and had developed an audience: LinkedIn (close to 10,000 followers), Facebook (1,600+ followers) and Twitter (numbers), but conversions from there were only contributing to 5% of the total revenue.Mr Rao wondered that with a change in demand from general review services to specialist resume and interview preparation services such as MBA, he would have to develop a sound social media strategy integrated with the current Google Ads usage to reach the audience and generate conversions. He had a limited marketing budget which he wanted to use most effectively but was not sure how to spend across platforms. Complexity academic level This case can be used as an IMC strategy case for MBA courses in marketing. In a marketing course, the focus should be on components of IMC strategy, customer perception, company positioning and marketing channels. The case can also be applied as a strategy case for courses in entrepreneurship or digital marketing strategy. In an entrepreneurship course, the focus should be on the business model, growth and scaling decisions a startup needs to make to grow the business. In a digital marketing strategy course, the focus should be on social media marketing and search engine marketing decisions and the implications for revenues and profits. The case can also be used in executive-level courses to illustrate IMC, growth and digital marketing strategies for a startup. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.
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Iaia, Lea, Paola Scorrano, Monica Fait, and Federica Cavallo. "Wine, family businesses and web: marketing strategies to compete effectively." British Food Journal 119, no. 11 (November 6, 2017): 2294–308. http://dx.doi.org/10.1108/bfj-02-2017-0110.
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Purpose The purpose of this paper is to deepen the web marketing strategies used by wine family businesses (FBs) with the aim to identify the role assigned to websites, the online models and the competitive strategies implemented through them. Design/methodology/approach In order to examine the content and structure of the information found on the website of selected FBs, an ad hoc analysis model was designed and validated with the support of marketing and industry experts through an inspecting focus group (Mich, 2007). Findings The subsequent observation of the websites of the businesses studied showed that family-run Italian wineries use their websites mainly to present information about the business and as a relational tool through edutainment activities; FBs yet neglect the potential of e-commerce. Research limitations/implications The study highlights the importance and the attention that FBs, among others, should dedicate to the role of web communications within their communications strategy. Although this path has allowed the traits essential to launch effective online communications for FBs, the small number of businesses surveyed (ten) does not permit a theoretical generalisation of the results. Thus, we expect to integrate the information obtained from this preliminary study with in-depth interviews with the digital strategists for the companies examined or by increasing the number of FBs studied. Originality/value The paper provides an evaluation model to effectively organise the websites’ contents; wine businesses should consider and customise these essential elements with the brand’s specific details.
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Zhadko, Kostiantyn, and Dmytro Samoilenko. "FUNCTIONAL MODEL OF INFORMATION SUPPORT OF MARKETING ACTIVITY OF TRADE ENTERPRISE." INNOVATIVE ECONOMY, no. 5-6 (August 2020): 58–64. http://dx.doi.org/10.37332/2309-1533.2020.5-6.8.
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Purpose. The aim of the article is formation of the model of information support of the marketing management system of a trade enterprise on the basis of the IDEF0 methodology. Methodology of research. The works of domestic and foreign scientists on information support of marketing activities of the enterprise are the theoretical and methodological basis of the study. The tasks set in the work are solved with the help of methods: analysis and generalization – in the analysis of models of marketing information system; system approach, abstract and logical – in the development of a model of information support of marketing activities of the enterprise. Findings. The main elements of the process of information management of marketing activities on the basis of IDEF0 methodology are systematized. The main existing models of marketing information system in the economic literature are considered. The parameters of "benefits" which should be provided by an effective model of information support of the marketing management system to the enterprise at its realization are singled out. The approach to the formation of the optimal model of information support of marketing activities is substantiated, which creates an opportunity to optimize the process of sales management and product promotion to the end consumer, which increases the level of consumer loyalty and competitiveness of trade. Originality. The proposed scientific and methodological approach to the formation of a model of information support for marketing activities of trade, in contrast to existing ones, creates an opportunity to respond quickly and timely to changes in the environment, behaviour, requirements and consumer demands, allows you to analyse and communicate relevant marketing information marketing decisions. Practical value. Practical implementation of the proposed model of information support of marketing activities of a trading enterprise solves the problem of maintaining long-term relationships with partners by creating and maintaining communication between the trading company and consumers, creating mutual value, which provides significant benefits in a highly competitive consumer market. Key words: information, information support, marketing activity, trade enterprise, integrated functional model.
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Abamu, Bamituni E. "Introducing Investment Promotion: A Marketing Approach to Attracting Foreign Direct Investment." International Journal of Marketing Studies 11, no. 4 (November 23, 2019): 91. http://dx.doi.org/10.5539/ijms.v11n4p91.
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This paper introduces the concept of investment promotion, a form of marketing used by national governments to attract foreign investments into their country. While it is not a new concept, it barely makes it to academic literature. The paper brings investment promotion to the forefront for the purpose of creating a research interest in this topic and also contributes to the development of literature. It attempts to integrate investment promotion activities into already established marketing models and frameworks and set a marketing research agenda on the topic. Since attracting foreign investment is a policy and country situation issue, this paper will support and serve as a reference for governments as they design foreign investment policies and improve the attractiveness of their country as an investment destination using marketing tools. The paper first discusses the influence of marketing on investment promotion and how investors should be viewed as consumers who have needs to be satisfied. Various frameworks and concepts like the consumer decision-making process, market segmentation and marketing communications mix are discussed to show how they can be applied in investment promotion. The application of marketing concepts and theories has been beneficial in the business world, and this paper argues that there are potential benefits for countries who decide to apply the same concept and theories to attract investors.
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Aghaei, Mohammad, Ali Lotfi, and Seyed Mohammad Armakan. "Evaluation and Priorities the Promotion Mix Elements for Corporate Banking Customers Using MCDM Methods In Eghtesade Novin Bank." Modern Applied Science 10, no. 9 (June 7, 2016): 122. http://dx.doi.org/10.5539/mas.v10n9p122.
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Among the mixed components of marketing, decisions regarding the promotion tools are very important due to their direct and rapid effect on the target market. With regard to the implementation of new models of banking business in recent years in Iran, the purpose of this research is to priorities the promotion mixas antecedent of integrated marketing communication and strongtools in order to influence the target market of corporative banking customers. The objective of promotion mix in the research emphasized the Increase sales volume, attract new customers, grow market share, enhance brand image, strengthen brand loyalty and increase profitability in the long term. For this purpose, with the help of marketing experts and using models of Multiple Criteria Decision Making (MCDM) methods such as AHP, TOPSIS, SAW, ELECTREand using Entropy weighting methods we have prioritized the components of promotion based on business goals. Finally, according to the fact that using the mentioned models had different results, we used the geometric mean of rates methodin finalized the finding ranking. According to the achieved finding, the different elements in order of priority to meet theconsidered business objectives in this studyinclude sales promotion, direct sales by the account managers, public relations and advertising, Objectives or ratings’ criteria.The finding illustrated that although ads are most effective in strengthening the brand, but the other two elements of personal selling and close sales promotion also has the most influence on corporative banking customers. The results of research shows that the most important instruments in advertising is television, in public relations is holding professional seminars for various industries, in advancing the sales is discount in the loan interest rate and fees, and in the in person sales also is verbal marketing by account managers of corporative banking.
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Vishniakou, U. A. "Internet marketing organization with the use of intellegent and block chain technologies." «System analysis and applied information science», no. 1 (March 27, 2020): 18–23. http://dx.doi.org/10.21122/2309-4923-2020-1-18-23.
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The purpose of this work is to analyze methods, approaches, technologies, and means of Internet marketing (IM), using both known technologies and developing new ones: intellectual and blockchain. The objectives of the analysis are to identify trends in the development of Internet marketing in the digital economy with the use of intelligent and blockchain technologies, and to develop new structural solutions.The analysis of the use of intelligent technologies in marketing activities (MA) using cloud computing (CC) is carried out and its features are determined. Proposals have developed for improving Internet marketing in an integrated environment (traditional network and cloud one) using intelligent and blockchain technologies. It is proposed to develop IA on the basis of a family of intelligent agents for building intelligent marketing information systems (IMIS). The use of blockchain technology in IM for controlling resources and marketing operations is shown. A new concept for the development of IM and IIMS is presented, on the basis of which approaches to the organization of IMIS for communication between enterprises, research institutes and universities are developed. The structure of an intelligent portal based on multi-agent technology that unites developers and consumers of startups has been developed. Blockchain technology is used to control and guarantee the authorship of startups and signed contracts.As IM development trend, the development of models for joint activity of intelligent agents in the cloud environment to support decision-making using blockchain technology to legally secure the authorship of innovations is proposed. There are two areas of development of intelligent marketing systems: adaptation in digital markets and support for innovative activities with the consolidation of contracts based on blockchain technology.
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Florenthal, Bela. "Young consumers’ motivational drivers of brand engagement behavior on social media sites." Journal of Research in Interactive Marketing 13, no. 3 (August 12, 2019): 351–91. http://dx.doi.org/10.1108/jrim-05-2018-0064.
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Purpose A comprehensive operational framework is proposed to explain young consumers’ (i.e. generations Y and Z) engagement with brands on social media sites (SMSs). This paper aims to synthesize two motivational theories: uses and gratifications (U&G) theory and the technology acceptance model (TAM). Design/methodology/approach A selective literature review was conducted to examine recent publications related to young consumers’ brand-driven engagement behavior on SMSs in which either TAM or U&G theory was applied. A three-stage method was used: an initial search was followed by vertical and horizontal searches and then a targeted search of scholarly publications. At each stage, the university’s library databases and Google Scholar were searched for relevant, mainly peer-reviewed articles, using appropriate filters and keywords. The articles’ references and the studies that cited those articles were added to the initially identified research pool (vertical search), coupled with publications of a similar nature based on keywords (horizontal search). The final stage, the targeted search, involved identifying and adding specific articles (e.g. literature reviews and integrated models). Findings After a review of a significant number of U&G and TAM studies, similarities and differences of the two theories were identified, and an integrated operational framework was developed. Based on empirical findings of existing U&G and TAM studies, testable propositions were presented. Research limitations/implications The proposed hybrid model and the associated propositions provide a research opportunity to empirically examine how young consumers’ motivational (i.e. motivating and demotivating) drivers, normative influence, perceived value and attitudes (toward brand content and engagement) predict intention or actual brand-related behavior on SMSs. Practical implications Much of current research indicates that generations Y and Z (“digital natives”) spend considerably more time on SMSs than any of the older generations (“digital immigrants”). Thus, brands that aim to target this cohort need to develop successful engagement strategies (e.g. gamification and influencer marketing) on current and emerging SMSs. The suggested conceptualization provides guidelines for companies to effectively use such communication strategies to motivate young people to engage with their brands on sites such as Twitter, Instagram and Facebook. Originality/value A review of TAM research indicates that it lacks rich motivating/demotivating constructs, and thus borrows from other theories to complement this weakness. An examination of U&G frameworks, particularity Ducoffe (1996)-based models, indicates that these frameworks mainly test engagement with social media advertising but seldom other types of brand-driven engagement on SMSs. In addition, many U&G studies focus less than TAM studies do on outcome variables such as behavioral intentions and behavior. Thus, the authors propose a synthesized U&G and TAM framework that mitigates both theories’ weaknesses and builds on their strengths, enriching the growing research on brand-driven engagement behavior via SMSs.
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Wang, Furong, and Li Zhao. "A Hybrid Model for Commercial Brand Marketing Prediction Based on Multiple Features with Image Processing." Security and Communication Networks 2022 (September 15, 2022): 1–10. http://dx.doi.org/10.1155/2022/5455745.
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Recently, deep learning has been employed in automatic feature extraction and has made remarkable achievements in the fields of computer vision, speech recognition, natural language processing, and artificial intelligence. Compared with the traditional shallow model, deep learning can automatically extract more complex features from simple features, which reduces the intervention of artificial feature engineering to a certain extent. With the development of the Internet and e-commerce, picture advertising, as an important form of display advertising, has the characteristics of high visibility, strong readability, and easy-to-obtain user recognition. An increasing number of Internet companies are paying attention to what kind of advertising pictures can attract more clicks. Based on deep learning technology, this paper studies the prediction model of click-through rate (CTR) for advertising and proposes an end-to-end CTR prediction depth model for display advertising, which integrates the feature extraction of display advertising and CTR prediction to directly predict the probability of an advertisement image being clicked by users. This paper studies the deep-seated nonlinear characteristics through the multilayer network structure of the deep network and carries out several groups of experiments on the private display advertising data set of a commercial advertising platform. The results show that the model proposed in this paper can effectively improve the prediction accuracy of CTR compared with other benchmark models and predict whether an advertisement is clicked or not by given advertisement information and user information. By establishing a reasonable advertising click-through rate prediction model, it can help the platform estimate future revenue so as to make cooperative decisions with advertisers. For advertisers, it is necessary to evaluate the price by predicting the click-through rate and estimate the bidding price of their own advertisements.
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Aparici, Roberto, and David García-Marín. "Prosumers and emirecs: Analysis of two confronted theories." Comunicar 26, no. 55 (April 1, 2018): 71–79. http://dx.doi.org/10.3916/c55-2018-07.
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In the 1970s, the publications of Alvin Toffler and Jean Cloutier were essential for the emergence of two concepts, prosumer, and emirec, whose meanings have been mistakenly equated by numerous scholars and researchers. At the same time, the mercantilist theories linked to prosumption have made invisible the models of communication designed by Cloutier. In this article, configured as a review of the state of the art made from an exhaustive documentary analysis, we observe that, while the notion of prosumer represents vertical and hierarchical relations between companies and citizens, Cloutier's emirec evokes a horizontal relationship and an isonomy between professional and amateur media creators. The prosumption presents an alienated subject, which is integrated into the logic of the market under free work dynamics and from the extension of time and productive spaces, while the emirec is defined as a potentially empowered subject that establishes relations between equals. The theory of the prosumer reproduces the hegemonic economic model by seeking solutions from the field of marketing so that the media and entertainment industries must face the challenges they have to face in the digital world. On the contrary, the emirec theory connects with disruptive communicative models that introduce new relationships between media and audiences and the establishment of logic of affinity between communication participants. En los años 70, las publicaciones de Alvin Toffler y Jean Cloutier resultan esenciales para el surgimiento de dos conceptos, prosumidor y emirec, cuyos significados han sido equiparados de forma errónea por numerosos académicos e investigadores. De forma paralela, las teorías mercantilistas vinculadas a la prosumición han invisibilizado a los modelos de comunicación entre iguales de Cloutier. En este artículo, configurado como una revisión del estado de la cuestión realizada a partir de un exhaustivo análisis documental, observamos que, mientras que la noción de prosumidor representa unas relaciones verticales y jerárquicas entre las fuerzas del mercado y los ciudadanos, el emirec de Cloutier evoca a una relación horizontal y una isonomía entre comunicadores profesionales y amateurs. La prosumición presenta un sujeto alienado e integrado en la lógica del mercado bajo dinámicas de trabajo gratis y a partir de la extensión del tiempo y los espacios productivos, mientras que el emirec se define como un sujeto potencialmente empoderado que establece relaciones entre iguales. La teoría del prosumidor pretende la reproducción del modelo económico hegemónico buscando soluciones desde el ámbito del marketing a los constantes desafíos que la industria de los medios y el entretenimiento deben afrontar en el mundo digital. Por contra, la teoría del emirec conecta con modelos comunicativos disruptivos que introducen nuevas relaciones entre medios y audiencias y el establecimiento de la lógica de la afinidad entre los participantes de la comunicación.
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Trushkina, Nataliia, Rafis Abazov, Natalia Rynkevych, and Guzelya Bakhautdinova. "Digital Transformation of Organizational Culture under Conditions of the Information Economy." Virtual Economics 3, no. 1 (January 27, 2020): 7–38. http://dx.doi.org/10.34021/ve.2020.03.01(1).
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This article presents the results of an expert survey as a method of empirical research to identify current problems, barriers, features, trends, and directions of the transformation of organizational culture, and applies the concept of “organizational culture” in evaluating the case of Ukrainian enterprises. First, the authors present the methodological approach, using the analytic hierarchy process, to evaluate the optimal scenario choice for developing the organizational culture of enterprises based on the twelve most important criteria and their systematization into four groups (adaptability, mission, consistency, and involvement). Second, they test a hypothesis that the optimal direction of transforming organizational culture depends on digital transformation which includes introducing digital technologies, information-powered enterprise ecosystems, innovative business models, and efficiency in B2B and P2P communications. Third, they argue that the key barriers hindering the effective development of organizational culture could be provisionally classified into seven groups: personnel, information, organization, marketing, education, technology, and investment-financial. Fourth, the authors evaluate the expediency of applying an integrated approach as a symbiosis and a constant inter-relation of influencing factors, constituent elements, digital competencies and skills, and information technologies. In conclusion, they summarize the findings of the study and discuss formulas to evaluate the impact of digital transformation on the organizational culture of enterprises in the information economy towards a people-oriented, innovative, customer-centric, and agile system in the case of Ukraine.
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Pyatt, Alison Z., Gillian H. Wright, Keith E. Walley, and Emma Bleach. "Value co-creation in high-involvement services: the animal healthcare sector." International Journal of Retail & Distribution Management 45, no. 5 (May 8, 2017): 518–31. http://dx.doi.org/10.1108/ijrdm-11-2016-0209.
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Purpose The purpose of this paper is to investigate the significance of value co-creation to the UK animal healthcare sector from the perspective of the key industry stakeholders: clients, veterinarians and paraprofessionals. Design/methodology/approach Value co-creation constructs in the sector were identified and measured using a mixed methods approach comprised of qualitative NVivo© thematic analysis of depth interviews (n=13) and quantitative exploratory factor analysis (EFA) (n=271). Findings Qualitative results revealed nine underlying dimensions regarding service delivery in the sector: trustworthiness, communication, value for money, empathy, bespoke, integrated care, tangibles, accessibility and outcome driven service. EFA of professional survey data loaded onto seven latent factors, with strong value co-creation dimensions identified. Research limitations/implications The sampling process is sufficiently representative and diverse to present meaningful and valuable results, however, surveying should be extended to include the client group. Due to the originality of the research replication of the study will be beneficial to the broader understanding and application of value co-creation to the high-involvement services of animal healthcare. Practical implications Recognition of the importance of value co-creation to the sector should encourage professional stakeholders to develop and adopt integrated models of service provision and to provide improved levels of service quality. Originality/value The paper makes an original contribution to knowledge regarding value co-creation in respect of high-involvement service provision. Its findings should be of value to academics interested in value co-creation in service sectors as well as animal healthcare practitioners seeking to offer better value and quality service provision.
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Merritt, Kamarin, and Shichao Zhao. "An Investigation of What Factors Determine the Way in Which Customer Satisfaction Is Increased through Omni-Channel Marketing in Retail." Administrative Sciences 10, no. 4 (October 30, 2020): 85. http://dx.doi.org/10.3390/admsci10040085.
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There have been significant changes evident across the retail sector over the last 20 years, which have been primarily influenced by technological advancements. These changes have forced many retailers to rethink their business models and utilise a combination of both brick and mortar stores and online domains to present an integrated shopping experience. In order to gain an understanding of how customer satisfaction is increased through omni-channel retailing, we collected data through survey research, specifically through semi-structured interviews and questionnaires. In order to generate concise and accurate findings, the data were analysed using thematic analysis. From this analysis, three themes were generated. The first theme explores the reasoning behind preferred shopping methods and what influences these customers’ purchase methods. The second theme explores customers’ personal preference and investigates the potential of using virtual reality as a method for increasing customer satisfaction. Finally, the third theme looks into utilising interactive technology to create a diversified user experience. This theme explores the potential of utilising a communication platform for customers and also designing a tangible interface for disabled customers. This study has opened up an opportunity for future research and has outlined potential design insights in how to improve customer experience and customer purchase intentions.
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Schultz, Don E. "Integrated Marketing Communications." Journal of Promotion Management 1, no. 1 (February 12, 1992): 99–104. http://dx.doi.org/10.1300/j057v01n01_07.
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Navarro, Angeles, Maria Sicilia, and Elena Delgado‐Ballester. "Integrated marketing communications." EuroMed Journal of Business 4, no. 3 (September 18, 2009): 223–36. http://dx.doi.org/10.1108/14502190910992666.
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Tsourela, Maria, and Dafni-Maria Nerantzaki. "An Internet of Things (IoT) Acceptance Model. Assessing Consumer’s Behavior toward IoT Products and Applications." Future Internet 12, no. 11 (November 3, 2020): 191. http://dx.doi.org/10.3390/fi12110191.
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A common managerial and theoretical concern is to know how individuals perceive Internet of Things (IoT) products and applications and how to accelerate adoption of them. The purpose of the current study is to answer, “What are the factors that define behavioral intention to adopt IoT products and applications among individuals?” An IoT adoption model was developed and tested, incorporating pull factors from two different information impact sources: technical and psychological. This study employs statistical structural equation modeling (SEM) in order to examine the conceptual IoT acceptance model. It is demonstrated that facilitated appropriation, perceived usefulness and perceived ease of use, as mediators, significantly influence consumers’ attitude and behavioral intention towards IoT products and applications. User character, cyber resilience, cognitive instrumentals, social influence and trust, all with different significance rates, exhibited an indirect effect, through the three mediators. The IoT acceptance model (IoTAM) upgrades current knowledge on consumers’ behavioral intention and equips practitioners with the knowledge needed to create successful integrated marketing tactics and communication strategies. It provides a solid base for examining multirooted models for the acceptance of newly formed technologies, as it bridges the discontinuity in migrating from information and communication technologies (ICTs) to IoT adoption studies, causing distortions to societies’ abilities to make informed decisions about IoT adoption and use.
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Yang, Xiaofang. "“Internet Plus” Sports Industry of New Business Development Model." Wireless Communications and Mobile Computing 2022 (August 5, 2022): 1–6. http://dx.doi.org/10.1155/2022/4907119.
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In recent years, with the development of information technology, “internet plus” has become the main way to promote the development of sports industry, and keeping the sustainable development of sports has also become the most challenging topic in the sports field. In order to solve the sustainable development of sports industry, this paper analyzes the problems of traditional sports industry in product types, marketing models and management, and applies “internet plus” to sports industry, forming new industries such as Internet broadcasting, intelligent software and hardware, e-commerce, and e-sports, realizing humanized and intelligent products, diversified organizational forms, and innovative management models. Through the connotation and classification of “internet plus sports,” it integrates and analyzes the new format. The results show that the innovative development of new formats can be realized through product and business integration, product positioning optimization, and active industry guidance, and a “high+new” industrial structural development model can be formed. On the basis that the government and market mechanism do not conform to the economic development, through the optimization of collectivized industrial organization, a “collectivized” organizational model has been formed, and a new format of “internet plus” sports industry has been constructed. The research results have laid a solid theoretical foundation for the development of “internet plus sports.”
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Foà, Caterina. "Crowdfunding cultural projects and networking the value creation." Arts and the Market 9, no. 2 (December 9, 2019): 235–54. http://dx.doi.org/10.1108/aam-05-2019-0017.
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Purpose The purpose of this paper is to investigate how online crowdfunding is strategically applied to artistic productions featuring strong social and cultural values, exploring potential and risks of networking value creation and community engagement. Mission-driven initiatives and their crowdfunding campaigns are analyzed through platform society framework (van Dijk, 2019), considering the business models and marketing strategies that support the scope and intentions of a variety of agents involved within the online networks. Design/methodology/approach A qualitative multiple case-study approach is adopted to sample and analyze in depth significant examples from the most representative crowdsponsoring platforms in Portugal. Agents’ perspectives and practices are collected through semi-structured interviews with campaign creators and platform managers, and complemented by the design of specific business model canvas (Osterwalder and Pigneur, 2010) adapted to crowdfunding projects. Communication strategies and social media marketing are considered, metering agent’s profile and comparing performance and online engagement through profile and official pages observation. Findings Main findings point out that a crowdfunding campaign requires to set up a specific business model and marketing strategy articulation that go beyond the traditional cultural enterprises differentiation criteria, hybridizing them through experience-led marketing logic, extended product conceptualization and a critical cultural entrepreneurship approach. Community engagement operations need to be structured and integrated through online and offline social networks activities, and the value creation is build through shared meaning construction and interpretation between creators and backers, with the support of others agents involved within crowdfunding value network. It also states that the conceptualization of crowdfunding phenomenon as a service ecosystem (Quero and Ventura, 2019) could be extended, to comprehend other actors and power position within intermediation processes, namely, social network and social media platforms corporations, online payments services, online users, legacy media entities and others stakeholders as matchfunding organizations and partners for products’ development and distribution. Research limitations/implications The research design could be improved by adding more quantitative and social analytics data or an international cases comparison to complete these preliminary results. Practical implications The findings could assist arts and media managers as well as cultural agents to adapt their strategies to emergent business and marketing models, strongly influenced by dominant barging positions in the value chain held by new digital intermediaries, and to better explore product levels to strengthen interactions and engagement with communities of interest and supporters for the creation of value. Social implications This paper contributes to elaborate a more accurate scientific knowledge and critical perspective about crowfunding system evolution, concerning both individual and collective agencies, and their implication for different types of agents and networked individuals between institutions (Dutton, 2009). Originality/value This study is unique, as it adopts a multidisciplinary approach and a comprehensive analysis of Portuguese crowdsponsoring phenomenon, and it offers a valid contribution to the analysis of crowdfunding as value-creation network.
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Ashraf, Shahzad, Sehrish Saleem, and Syed Afnan. "FTMCP: Fuzzy based Test Metrics for Cosmetology Paradigm." Advanced Computational Intelligence: An International Journal (ACII) 7, no. 4 (October 30, 2020): 1–13. http://dx.doi.org/10.5121/acii.2020.7401.
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With the advent of modern technology, its essential to avail the latest consumer trends to get maximum efficient results in the context of a globalized market. More attention is paid to the consumption of manufactured goods and everyday items. Much less attention is paid to the service sector, in particular medical, recreational and physical. There is also a lack of application of mathematically grounded, computer methods and models for such modelling. We proposeda fuzzy based test metrics for a cosmetology paradigm (FTMCP) as tasks of multi-criteria decision making on a variety of alternatives. The Specific features of cosmetology services, marketing, communication components are determined. A computer model in the Fuzzy Tech, specialized software product for computer fuzzy modelling, was developed. Integrated assessments for cosmetic institutions have been calculated. The results are analyzed and recommendations for improving the quality of cosmetology service, websites of cosmetology institutions, are suggested. The principles of the proposed approach, the described fuzzy model and its computer implementation can be applied to a wide range of tasks of multi criteria assessment of customer service in various social fields - retail stores, medicine, culture, health, physical education and training, public catering, other household and domestic services.
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Dahl, Stephan, Lynne Eagle, and David Low. "Integrated marketing communications and social marketing." Journal of Social Marketing 5, no. 3 (July 13, 2015): 226–40. http://dx.doi.org/10.1108/jsocm-07-2012-0031.
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Purpose – The purpose of this paper is to examine the view of integrated marketing communications (IMC) by social marketing practitioners. Specifically, the paper furthers the discussion how a symbiotic relationship between IMC and social marketing can lead to both practical improvements of health-related social marketing campaigns, as well as theoretical advancement of the IMC construct. Design/methodology/approach – Based on semi-structured, in-depth interviews with practitioners, the authors provide exploratory evidence for support for IMC within the social marketing community and highlight potential differences and similarities when transferring IMC from a commercial to a social context. Findings – Three main differences emerged when transferring IMC from a commercial to a social context. These include differences of customer-centric approaches between commercial and social marketing, the need to weigh out the application of IMC to the charity brand or the use of IMC at a behavioural level and, finally, different complexity levels of desired behaviour as a mediating factor. Research limitations/implications – As with all qualitative data, the findings may not be generalisable beyond the interview participants and organisations studied. Practical implications – Many practitioners expressed that they liked IMC as a concept, but they lacked guidance as to the application with a social marketing context. This paper contributes to providing this guidance and establishing a body of knowledge how IMC can be applied in a non-commercial setting. Originality/value – The paper contributes to the practical development of guidance how the largely commercially applied IMC construct can be modified to be used in a social marketing context, while correspondingly highlighting how IMC needs to evolve to grow beyond purely commercial application.
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Grein, Andreas F., and Stephen J. Gould. "Globally integrated marketing communications." Journal of Marketing Communications 2, no. 3 (January 1996): 141–58. http://dx.doi.org/10.1080/135272696346114.
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Henley, Teri Kline. "Integrated Marketing Communications for Local Nonprofit Organizations: Developing an Integrated Marketing Communications Strategy." Journal of Nonprofit & Public Sector Marketing 9, no. 1-2 (January 10, 2001): 141–55. http://dx.doi.org/10.1300/j054v09n01_08.
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Zerbino, Pierluigi, Davide Aloini, Riccardo Dulmin, and Valeria Mininno. "Framing ERP Success from an Information Systems Failure Perspective." Journal of Electronic Commerce in Organizations 15, no. 2 (April 2017): 31–47. http://dx.doi.org/10.4018/jeco.2017040103.
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To the best of our knowledge, extant definitions of Enterprise Resource Planning (ERP) success are not comprehensive, and they do not address all of the most relevant dimensions of this complex issue. Consequently, current ERP success models may lead to deceptive evaluations. Through a rigorous logical shift starting from IS failure, and diverging from classical project management approaches, this paper attempts to define ERP success by means of four factors: Process, Correspondence, Interaction, and Expectation. Results formally integrates the literature gaps and enable the future definition of appropriate measurement items that could steer management practices towards a sounder approach to ERP success.
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Pitta, Dennis A., Margit Weisgal, and Peter Lynagh. "Integrating exhibit marketing into integrated marketing communications." Journal of Consumer Marketing 23, no. 3 (April 2006): 156–66. http://dx.doi.org/10.1108/07363760610663312.
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Chaniago, Erdi Adrimurlan, and Nafiah Ariyani. "Marketing Management's View of Integrated Marketing Communications." Journal of Social Research 2, no. 2 (January 18, 2023): 589–95. http://dx.doi.org/10.55324/josr.v2i2.668.
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In running a business, it is inseparable from marketing activities, no matter how good the value of the product sold without being balanced with the right marketing, it will not get optimal sales. Today's business activities place marketing as an important part of increasing sales turnover in a business organization. Integrated marketing communications are a part of marketing that plays an important role in increasing sales. However, not all business actors have implemented integrated marketing communications effectively and efficiently. The impact of this is that the message that the seller wants to convey does not reach consumers and potential buyers. Thus resulting in the re-promotion of the product. This study uses a qualitative descriptive type of research with a case study approach to Pure Milk MSMEs with data collection sourced from interviews of MSME owners and various references with related studies to complement this research. The result of this research is the importance of the role of integrated marketing communication in Pure Milk MSMEs, what marketing communication strategies have been applied to Pure Milk MSMEs, and what efforts will be made in the application of integrated marketing communication.
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Monegro, Michael. "Integrated marketing communications in tennis." ITF Coaching & Sport Science Review 29, no. 83 (April 30, 2021): 7–9. http://dx.doi.org/10.52383/itfcoaching.v29i83.46.
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The objective of this article is to serve as a support for the many tennis stakeholders interested in promoting their services or strengthening their brands through a combination of marketing and communication strategies, with special emphasis on digital tools. This will allow them to achieve their goals more efficiently and at a lower cost.
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Low, George S. "Correlates of Integrated Marketing Communications." Journal of Advertising Research 40, no. 3 (May 2000): 27–39. http://dx.doi.org/10.2501/jar-40-3-27-39.
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Baidya, Mehir, and Bipasha Maity. "Effectiveness of integrated marketing communications." Journal of Indian Business Research 2, no. 1 (March 23, 2010): 23–31. http://dx.doi.org/10.1108/17554191011032929.
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Barna, Marta, and Bohdan Semak. "MAIN TRENDS OF MARKETING INNOVATIONS DEVELOPMENT OF INTERNATIONAL TOUR OPERATING." Baltic Journal of Economic Studies 6, no. 5 (December 2, 2020): 33–41. http://dx.doi.org/10.30525/2256-0742/2020-6-5-33-41.
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The article examines the role of the tourism industry in the world economy, reveals the specifics of the innovation process in tourism. The classification of innovations in tourism according to the object of their application is given. The main directions of using innovative marketing technologies in the field of tourism services are considered: release of new types of tourism product, change in the organization of production and consumption, identification and use of new markets, as well as the use of new equipment and technology. Factors that accelerate the introduction of marketing innovations are studied. Based on the analysis of world experience, several models of regulation of innovative tour operating activities in the EU have been identified. The first direction of formation of the model of the innovations development in tourism is the activity of stimulating innovations in the public and private sectors of tourism with the aim of their transition to a qualitatively new model of touring (similar model is used in Greece, Italy and Portugal). The second direction is defined as the internationalization and opening of new markets (a similar model of stimulating innovative development is typical of Spain, Romania and partly Norway). The third one includes support for entrepreneurship in the field of tourism, stimulation of entrepreneurial initiatives, opening a new tourism business (A similar model of stimulating innovation in tourism is typical of many countries in Europe, Australia, New Zealand). The fourth direction is the promotion of the country, its tourism product, including educational and cultural ones (A similar model is typical of Bulgaria, Croatia, Spain, Turkey, Thailand). The role of introduction and active development of e-business and marketing technologies is defined, especially in modern conditions. The necessity of development of the newest directions of the Internet marketing in the field of tourism, including mobile, Internet branding and geomarketing, is proved. The role of innovative marketing technologies as one of the central elements of modern development of activity of tourist firms, the necessity of application of computer technologies and non-standard ways of giving of the information during carrying out modern technical maintenance, are justified. The first group of such technological solutions consists of management technologies, including property management system (PMS), aimed at optimization of basic technological operations. The modern hotels and chains are trying to present themselves not only in global distribution system (GDS), which has become a powerful advertising tool, but also in alternative distribution system (ADS), which is primarily needed by hotels focused on the business segment. Global distribution system (GDS) is also closely integrated into well-known booking systems such as Booking.com, HRS, Agoda, Travelocity, Expedia etc. The next group is for food and beverages inventory management technology (F&B). The group of marketing technologies includes search engine optimization measures (SEO and PPC), which allow to raise the hotel site in search engine rankings, E-mail Marketing as a means of maintaining constant communication with the client, marketing activities in social media (Social Media Optimization), creation of virtual hotels or illusions of visiting a hotel (Second Life and Virtual Hotels Conclusion), branding, etc. The last group of technologies are service ones, i.e. technologies for improving hotel products and services. Innovative technologies are developing in the direction of ensuring sustainable development (greening of hotel services and activities), inclusion in traditional technological operations of innovative components: electronic concierge terminals, access to hotel services via mobile devices, maximizing Internet access, etc. Based on the analysis of the activities of large tour operators, regional differences have been identified in Turkey, Greece, Croatia, Spain, Austria, Norway and France. It is proved that marketing innovations in tourism have a qualitative novelty, which affects the promising areas of tourism development, improvement of existing tourism products, improving the image and competitiveness of the tourism industry. Based on the study, it is generalized that the role of marketing innovations in international tourism has been growing every year, and it has become especially relevant in the conditions of the COVID-19 crisis. For travel companies, the effect of marketing innovation can be expressed in the qualitatively new changes in the tourism industry, improving the efficiency of tourism infrastructure, management of sustainable operation and development of tourism in the country and the formation, positioning and consumption of tourism services, improving the image and competitiveness of travel companies.