Integrated marketing communication (IMC) has emerged as a new concept in marketing in the twenty-first century. IMC is mostly thought of, taught and written about as simply the integration of ...advertising and promotional activities. However, this paper proposes IMC as a broader concept. It is more than a process or activity within an organisation: it is a system of belief or engagement, embedded in an organisation's culture, underpinned by communication and driven by technology and senior management. We identify seven major tenets of the integrated view of marketing communication within the IMC literature, and argue that early marketing concepts of the twentieth century are no longer valid. IMC can be seen as a new paradigm in marketing, equipped with central concepts that apply to many business environments.
Platforms such as TripAdvisor have the potential to influence consumers’ decision-making processes, so negative user-generated reviews could have a harmful impact on a company’s reputation and sales. ...However, the proper mangers’ approach to customer complaints expressed on social media can have a positive impact on the companies’ performance.
The aim of the study is to indicate whether restaurant managers use TripAdvisor to communicate with dissatisfied customers and whether national culture influences this communication.
The methods used in the research were both a quantitative and qualitative content analyses of restaurants’ responses to negative reviews posted on TripAdvisor. The research covered a random sample of restaurants located in Cracow (Poland), Frankfurt (Germany) and Porto (Portugal), and listed on TripAdvisor.
The research showed that differences in communication, which may result from dissimilar cultural conditions, are relatively small.
The research shows whether and to what extent restaurant managers respond to negative comments posted on TripAdvisor. At the same time, research results indicate whether the responses of managers are culturally determined.
The need for environmental protection is an essential part of business processes. It concerns also innovation that is characterized by the attribute of novelty. In addition to this attribute, it is ...important to include also the need to move towards sustainable development through environmental protection into the concept of innovation. Eco-innovations seem to be the remedy for addressing adverse situation in all business areas, but they must be supported with appropriate communication strategy that directs the customer to the correct way to build environmental awareness in him and help him choose the right commodities, which are in line with sustainable development. On the other hand, there is a company that should not underestimate conscious customers and also focus on marketing communications, which satisfy the customer that its organic products are a welcome alternative to conventional products. The paper deals with marketing communication in a linear process of eco-innovation, and brings partial results of research conducted in the small and medium enterprises in the Slovak business environment. The research results point to the importance of marketing communication that it brings to innovators, as well as to customers.
In spite of the increased emphasis being placed on integrated marketing communication (IMC), limited attempts have been made to critically analyse existing viewpoints, the evolution of the concept ...and its application. The research problem of this article is based on this limited mindset, which has arguably created a problem in understanding IMC as a process and in the integration of actions, which appear to be superficial in most cases. The main objective here is to contribute to these viewpoints by addressing the problem through an analysis of existing literature, to stimulate much-needed necessary debate on this phenomenon and advance IMC thinking, which is increasingly being challenged from the perspective of the emerging paradigm of strategic communication. This is done through a combined categorical, theoretical and integrated communicative perspective. The author highlights the need to approach IMC thinking from a strategic and corporate brand perspective, which could help engender dramatically changing expectations and demands across organisations, for a clear understanding of IMC practice and theory. Subsequently, taking an alternative re-orientated strategic perspective, based on all current approaches, is proposed into what is termed 'strategic integrated communication' (SIC). The focus in SIC is on the strategic intent of the organisation to enhance strategic, integrated communication and knowledge management of information through creative media strategies and environmental scanning. All of this should be based on trust, loyalty, integrity and credibility, to maintain valuable long-term stakeholder relationships.
Innovation is an increasingly relevant concept for the success of any organization, but it also represents a set of internal and external considerations, barriers and challenges to overcome. Along ...the concept of innovation, new paradigms emerge such as open innovation and co-creation that are simultaneously innovation modifiers and intensifiers in organizations, promoting organizational openness and stakeholder integration within the value creation process. Innovation networks composed by a multiplicity of agents in co-creative work perform as innovation mechanisms to face the increasingly complexity of products, services and markets. Technology, especially the Internet, is an enabler of all process among organizations supported by co-creative platforms for innovation. The definition of marketing communication strategies that promote motivation and involvement of all stakeholders in synergic creation and external promotion is the central aspect of this research. The implementation of the projects is performed by participative workshops with stakeholders from Madan Parque through IDEAS(R)EVOLUTION methodology and the operational model LinkUp parameterized for the project. The project is divided into the first part, the theoretical framework, and the second part where a model is developed for the marketing communication strategies that appeal to the Madan Parque case study. Keywords: Marketing Communication; Open Innovation, Technology; Innovation Networks; Incubator; Co-Creation.
Technological progress and emergence of the strong global competition, have contributed towards creation of the new business environment within which companies are developing their business and ...marketing activities. Modern marketing requires more than a good product, favorable price and product availability. It is necessary for organizations to constantly communicate with their customers, business partners and public. Thanks to development of new technologies, nowadays communication is taking place via both traditional and modern online media of communication. All this leads to the demolition of the old communications system, that was based on the traditional concept of mass communication and intensive advertising, and demonstrates gradual transition towards the new channels of integrated brand promotion. The significance and implementation of this concept will be demonstrated on a concrete example of one of the nowadays biggest global companies - airline Etihad Airways.
Public health advocates have repeatedly highlighted parallels between food marketing and childhood obesity. Yet existing literature has not explored the connection between the promotion of unhealthy ...foods and beverages, certain characteristics of integrated marketing communication (IMC) and the power of multinational food and beverage companies. This is problematic because IMC represents the dominant marketing paradigm in use today. This article draws on critical theory and literature from across public health, marketing, business and related fields. By focusing on macro-level antecedents and interactions, this discussion highlights a previously unarticulated dimension of the promotion of unhealthy foods and beverages to children and adolescents. In doing so, this discussion aims to generate greater recognition of the broader environmental circumstances and processes that surround food marketing tactics and their consequences for public health nutrition. This perspective will also contribute to an expanded understanding of unhealthy food marketing and its unintended consequences, among an audience of nutrition, public health and policy communities.
The purpose of this research was to determine the marketing communication strategy of children's books through social media in increasing sales. Qualitative research methods with the interpretive ...paradigm and the phenomenological approach were used in this research. The focus of this research was to observe about the children's books marketing communication strategy using social media, for instance with Facebook and Twitter to attract consumer’s interest in order to increase children's books sales. The results of this study show that the children's book marketing communication strategies in publisher’s social media are fully and interactively utilized, as seen from the various activities posted on Facebook and Twitter. As well as the positive response from consumers who show their interest and desire to buy books offered or follow the event being held in order to increase sales.
Integrated marketing communication (IMC) is an important process by which a company can influence a target market, improve the position of that company’s product/service in the target market, and ...effectively build up its brand image. Sales promotion is an important communication channel designed to influence the customer’s purchasing behavior in the target market. There are many promotion tools available. Variations in business objectives and budgetary limits make it impossible for a company to employ all these promotion tools to convey sales messages to the customers. The selection of the best mix of promotion tools involves subjective information processing, instead of a numerically expressed objective decision-making process. In this research, we integrate a fuzzy linguistic decision model with a genetic algorithm (GA) to extract the optimum promotion mix of a variety of tools under satisfying expected marketing performance and budget limitations. The proposed methodology shows satisfactory results in an empirical study in terms of estimating the degree of satisfaction for achieving the business objectives, determining the optimum promotion mix, and minimizing expenditure on sales promotion activities.
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