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Journal articles on the topic 'Marketing communications'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

Schafer, Peter. "Interactive Marketing." Communicare: Journal for Communication Studies in Africa 10, no. 1 (2022): 5–30. http://dx.doi.org/10.36615/jcsa.v10i1.2030.

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Increasing competition, declines in consumer demand and consumers that are more strategic than ever before have led to saturation and stagnation in a number of well-developed markets. Corporations have begun to realise that constructive forms of marketing communication in such markets imply that all business efforts need to be directed at relationship-building with consumers, Le. all communication instruments, including advertising, personal selling, sales promotion and corporate identity as well as conventional direct and database communication need to draw on personalised and targeted method

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Kumar, Namita N. "Vodafone marketing communications." Emerald Emerging Markets Case Studies 2, no. 8 (2012): 1–8. http://dx.doi.org/10.1108/20450621211304298.

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Subject area Integrated advertising, promotion and marketing communications. Study level/applicability The case has been developed for use in marketing communication as well as strategic brand management courses of MBA and/or PGDM programmes. It high/ights the fact that generating interest amongst customers is not the only task of marketing strategists but conversion of such interest into an effective purchase is what the marketing department should be looking for. Case overview The case takes the students through the journey of Vodafone's marketing communication since its introduction in the

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Miller, Jessica. "Marketing Communications." Cornell Hotel and Restaurant Administration Quarterly 34, no. 5 (1993): 48–53. http://dx.doi.org/10.1177/001088049303400510.

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Miller, J. "Marketing communications." Cornell Hotel and Restaurant Administration Quarterly 34, no. 5 (1993): 48–53. http://dx.doi.org/10.1016/0010-8804(93)90063-o.

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Supada, Wayan. "INTEGRASI CUSTOMER RELATIONSHIP MANAGEMENT EFFECTIVENESS (CRME) DALAM PENERAPAN STRATEGI KOMUNIKASI PEMASARAN." Maha Widya Duta : Jurnal Penerangan Agama, Pariwisata Budaya, dan Ilmu Komunikasi 6, no. 1 (2022): 1. http://dx.doi.org/10.55115/duta.v6i1.2030.

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The scipe of marketiing communication is devided into internal and external marketing communication. Internal marketing communication is carried out to build relationship between companies and the organizations within them, including shareholders, employess and stake holders in the company. While external marketing communications aims to build a corporate image and strong relationships between companies with other parties including consumers and the public at large. CRM is one of the strategies that can help maximize the objectives of marketing communications carried out by companies relating

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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 (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 w

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Kostanda, Anna V. "DIAGNOSTICS OF THE MARKETING COMMUNICATIONS MANAGEMENT PROCESS." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 10/10, no. 151 (2024): 101–7. https://doi.org/10.36871/ek.up.p.r.2024.10.10.012.

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The diagnostic model of the marketing communications management process is discussed in the article. The purpose of the article is the generalization of theoretical provisions, the study of the management of enterprise’s marketing communications and the development of a methodology for diagnosing the process of marketing communications management. The diagnostic model of the marketing communications management process that includes: audit of the enterprise’s marketing communications potential; audit of the enterprise’s marketing communications system; audit of the portfolio of marketing commun

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SEKERIN, Vladimir D., and Lyudmila E. GORLEVSKAYA. "Development of marketing communications in the context of process algorithmization." Economic Analysis: Theory and Practice 24, no. 4 (2025): 4–16. https://doi.org/10.24891/ea.24.4.4.

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Subject. Algorithmization of processes has an impact on consumer patterns and requires rethinking current approaches to marketing communications. The article discloses the specifics of the evolution of the marketing communications process. Objectives. The aim is to develop and describe communication marketing models relevant to the modern marketing environment. Methods. The study draws on methods of information analysis and synthesis, graphical and tabular methods. Results. We analyzed marketing communication models and trends in the marketing environment development. The paper describes the e

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Kozak, Kateryna, Roman Bakay, and Roman Leyzerovych. "Integrated marketing communications as a tool for enhancing customer loyalty." Actual problems of innovative economy and law 2025, no. 3 (2025): 82–86. https://doi.org/10.36887/2524-0455-2025-3-17.

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This article examines the role of integrated marketing communications in promoting customer loyalty. The research aims to analyze and summarize existing theoretical and methodological foundations related to integrated marketing communications and substantiate their role in building customer loyalty. The article examines the theoretical and methodological aspects of integrated marketing communications as a crucial tool in modern marketing. It presents various scholarly perspectives on defining integrated marketing communications, emphasizing the importance of consistency and coordination across

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Zimand Sheiner, Dorit, and Tamar Lahav. "Managing marketing communications." Qualitative Market Research: An International Journal 23, no. 3 (2020): 363–79. http://dx.doi.org/10.1108/qmr-12-2017-0177.

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Purpose This study aims to focus on customer-initiated contact (CIC) discourse on Facebook brand pages. It concentrates on how brands manage CIC on Facebook when customers are more concerned with brand communications than product-related issues, price or distribution. A research framework from the perspective of consumer-initiated touch-point communication model is proposed. Design/methodology/approach Two case studies of Israeli TV ads are examined. Discourse between customers and brands on the Facebook pages of the latter are analyzed. Research was conducted in three phases: data collection,

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Schultz, Don E. "Integrated Marketing Communications." Journal of Promotion Management 1, no. 1 (1992): 99–104. http://dx.doi.org/10.1300/j057v01n01_07.

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Samu, Sridhar, and Walter Wymer. "Cause marketing communications." European Journal of Marketing 48, no. 7/8 (2014): 1333–53. http://dx.doi.org/10.1108/ejm-04-2012-0226.

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Purpose – This study aims to investigate the effects of type of message (information/buy), the moderating effects of fit (high/low) and salience (brand vs cause) and the mediating effects of attributions of partner motives in cause marketing advertisements. Design/methodology/approach – Two experiments, one with students and the second with a more representative sample of the population were used to investigate the effects. ANOVA and structural equation modeling were used to test the relationships. Findings – Fit and salience were found to be key moderators on the effect of type of message on

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Ashford, Ruth. "Simply Marketing Communications." Marketing Review 10, no. 2 (2010): 203–4. http://dx.doi.org/10.1362/146934710x505780.

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Navarro, Angeles, Maria Sicilia, and Elena Delgado‐Ballester. "Integrated marketing communications." EuroMed Journal of Business 4, no. 3 (2009): 223–36. http://dx.doi.org/10.1108/14502190910992666.

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McMahan, Carolynn, Roxanne Hovland, and Sally McMillan. "Online Marketing Communications." Journal of Interactive Advertising 10, no. 1 (2009): 61–76. http://dx.doi.org/10.1080/15252019.2009.10722163.

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Kitchen, Philip J. "Marketing Communications Renaissance." International Journal of Advertising 12, no. 4 (1993): 367–86. http://dx.doi.org/10.1080/02650487.1993.11104551.

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Dahl, Stephan, Lynne Eagle, and David Low. "Integrated marketing communications and social marketing." Journal of Social Marketing 5, no. 3 (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

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Drozdovich, L. "THEORETICAL AND METHODOLOGICAL ASPECTS OF FORMATION OF INTEGRATED APPROACH TO THE MANAGEMENT THROUGH HOLISTIC MARKETING." Экономическая наука сегодня, no. 9 (June 27, 2019): 145–51. http://dx.doi.org/10.21122/2309-6667-2019-9-145-151.

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The article considers the main trends in the development of modern marketing. The approaches to such concepts as «holistic marketing», communications capacity, which is generated by the formation of integrated marketing communications, are defined. The article has developed proposals for the optimization of communication structure taking into account the digitalization of consumer behavior. The stages of formation of «sales funnel» based on the transformation of communicational instruments and their integration are shown in the current paper.

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Hermawan, Irwan, Dorothy Christi Lois Tinambunan, and Walid Syarthowi Basmalah. "The Scarlett Brand Social Media Marketing Communications on Purchasing Decisions." Journal of Education, Humaniora and Social Sciences (JEHSS) 6, no. 3 (2024): 1256–69. http://dx.doi.org/10.34007/jehss.v6i3.2025.

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Marketing communications is a form of communication that has the aim of strengthening marketing strategies and applying marketing communications to a company. Apart from that, marketing communications can also be used to introduce, establish and create interactions between companies or partners and consumers who are not part of the company, such as suppliers and consumers. The theories used in this research are communication processes, strategies, SOSTAC model marketing communication strategies by combining IMC, forms of marketing or promotional communications. The research method used is a ca

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Lokhman, N. V., T. M. Beridze, M. O. Lokhman, and D. A. Chokoi. "ACTIVATORS OF MARKETING COMMUNICATIONS REGARDING THE SALE OF TOURIST SERVICES." Visnyk of Donetsk National University of Economics and Trade named after Mykhailo Tugan-Baranovsky, no. 1(78) 2023 (2023): 30–37. http://dx.doi.org/10.33274/2079-4819-2023-78-1-30-37.

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Objective. Identification and systematization of activators of marketing communications, as an iterative integrator of processes, factors, tools that ensure the promotion of tourist services. Methods. In the research process, the following methods were used: theoretical generalization (when characterizing the concepts of "marketing communications", "tourist service"), analysis and synthesis (for the formation of a complex of methods of marketing communications of tourist enterprises), matrix (when systematizing the activators of marketing communications regarding the sale of tourist services).

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Uzhanska, Tetiana. "Marketing Communications Decision Research." Integrated communications 14, no. 2 (2022): 38–47. http://dx.doi.org/10.28925/2524-2644.2022.2-14.7.

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The article outlines the specifics of research conducted to make effective decisions in marketing communications. The types and directions of marketing communications research are named. Among them are research related to market study, advertising product testing, ideas for a communicative message, evaluation of the effectiveness of an advertising or PR campaign, and media research. It is emphasized that it is necessary to conduct pre- and post-testing to evaluate the effectiveness of the advertising campaign. Evaluation studies can be conducted several times within the framework of an adverti

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Utomo, Liem Devina, and Farid. "EXHIBITION AS PART OF MARKETING COMMUNICATION PT. INNOWARE INDONESIA." International Journal of Application on Social Science and Humanities 1, no. 1 (2023): 1–8. http://dx.doi.org/10.24912/ijassh.11.1-8.

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PT. Innoware Indonesia is a manufacturing company that produces plastic packaging products. Every company has their way of doing marketing communications. Research titled "Exhibition As Part of Marketing Communications PT. Innoware Indonesia” aims to find out how PT. Innoware Indonesia held an exhibition as part of marketing communications. The method used in this research is qualitative with a case study approach. To support this research, the author uses the theory of marketing communication, persuasive communication, and event marketing. In obtaining the data, the author uses the method of

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Rosohata, А., V. Nesterenko, L. Khomenko, and V. Kropyva. "MARKETING COMMUNICATIONS IN THE CONTEXT OF ENTREPRENEURIAL ACTIVITY: BIBLIOMETRIC ANALYSIS." Vìsnik Sumsʹkogo deržavnogo unìversitetu 2021, no. 3 (2021): 277–82. http://dx.doi.org/10.21272/1817-9215.2021.3-32.

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Interest in marketing communication tools in business is growing every year. At the same time, unlike big companies, entrepreneurs have small financial resources to promote their business. Therefore, low-budget and highly effective marketing communication tools are used first. The work aims to systematize scientific knowledge on marketing communications in business. The objectives of the work are to understand the content and characteristics of existing research on marketing communications in SMEs and to identify areas of research in recent years. In recent years, public interest in marketing

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TerentevA, Nataliya, and Ye PAVELCHUK. "INTEGRATED MARKETING COMMUNICATIONS AS A FACTOR OF EFFECTIVE ENTERPRISE DEVELOPMENT." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, no. 6 (2021): 249–53. http://dx.doi.org/10.31891/2307-5740-2021-300-6-39.

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In today’s competitive environment, companies must constantly interact with existing and potential customers. At the same time, the basic tools of marketing communications are no longer effective enough. An integrated approach to the formation of a complex of marketing communications is thus able to help companies strategically build communication with consumers. Multilateral study of the concept of integrated marketing communications and its differences from the complex of marketing communications is the basis for determining its role in the formation of communications between businesses and

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Іванова, Зоя Олегівна, та Володимир Олегович Іванов. "ОСОБЛИВОСТІ МАРКЕТИНГОВОЇ КОМУНІКАЦІЙНОЇ ДІЯЛЬНОСТІ ПІДПРИЄМСТВА З ВИКОРИСТАННЯМ ЦИФРОВИХ ІНСТРУМЕНТІВ ТА ТЕХНОЛОГІЙ". Bulletin of the Kyiv National University of Technologies and Design. Series: Economic sciences 139, № 5 (2020): 32–39. http://dx.doi.org/10.30857/2413-0117.2019.5.3.

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The authors seek to explore the importance of implementing marketing communications in modern business settings. The article offers insights into specific features of marketing communications and their essential role in company activities, being a critical factor that impacts on company competitiveness, creating its positive image among consumers, disseminating information about company products and services, etc. The research provides interpretations of the classic concepts of "communication", "marketing communication", "digital communication" along with presenting modern digital technologies

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Rayter, Kseniya Alekseevna. "Transformation of marketing communications: analog, digital and phygital environment." Финансы и управление, no. 2 (February 2025): 22–34. https://doi.org/10.25136/2409-7802.2025.2.73497.

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The article examines the customer-oriented theories of marketing communications from 1950 to 2025. The aim of the study is to identify the influence of the technological environment on marketing communications. In the frame of this research the most significant technologies and technological products from a customer-oriented perspective over the past 75 years have been systematized. The study examines the preconditions for the emergence of digital and phygital environments, and the evolution of marketing communication practices in analog, digital and phygital environments, as well as the conce

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Herman, Herman. "Marketing Communication Model in Social Network Facebook." Information Management and Business Review 7, no. 4 (2015): 42–45. http://dx.doi.org/10.22610/imbr.v7i4.1161.

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The limited funds made small and medium enterprise attempt to do marketing communication activities by finding ways of marketing communication that does not require substantial funds.The emergence of social networking media, such as Facebook is an opportunity for small and medium enterprises (SMEs) as a cheap marketing communication media, but not many SMEs are successfully doing marketing communications with social networking media, such failure due to a lack of knowledge in utilizing the social networking media. Indonesia have many small and medium enterprises, and most of them found difficu

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Pradipta, Made Prasta Yostitia. "APPLICATION OF MARKETING COMMUNICATIONS AT MAGELANG WEAVING HOUSE." JURNAL PENDIDIKAN DAN KELUARGA 14, no. 02 (2022): 41. http://dx.doi.org/10.24036/jpk/vol14-iss02/1168.

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The use of marketing communications is very influential on the products offered. As a company with the main business engaged in weaving production, not many people know that Rumah Tenun Magelang can be a tourist destination. So, communication is important in introducing the product and attracting the target to visit. This research aims to determine the marketing communications used by Rumah Tenun Magelang and identify appropriate marketing communication patterns to further maximize the promotions that have been done. This type of research is qualitative and using data collection techniques fro

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Riabchyk, Alla, and Vadym Polovynchenko. "MARKETING COMMUNICATIONS: APPLICATION OPPORTUNITIES IN THE AGRICULTURAL SECTOR." Economics and Management, no. 1 (2025): 205–10. https://doi.org/10.32782/2312-7872.1.2025.29.

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This article examines key issues related to marketing communications for agricultural enterprises. The authors present and systematize the most common interpretations of the concept of “marketing communications” and propose their own definition of the term. Additionally, the article identifies and summarizes modern marketing communication tools and methods that agricultural enterprises can use in both offline and online markets. Each enterprise must choose the most effective marketing communications and develop its unique and efficient Promotional-Mix. This choice depends on the company’s goal

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Prisgunanto, Ilham. "IMPLEMENTASI PROMOSI BAURAN KOMUNIKASI PEMASARAN KARTU KREDIT DI INDONESIA (Studi Deskriptif Bank Mandiri, HSBC, Citibank, BCA dan BNI)." Commed : Jurnal Komunikasi dan Media 2, no. 2 (2018): 106. http://dx.doi.org/10.33884/commed.v2i2.473.

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Credit cards are one of the most familiar payment tools for information society. They used integrated marketing communications method to get new costumers. They prepared this method to market expansion. Intergrated marketing communication depend on understanding of company about marketing of communication. This research aims to explore implementation of used integrated marketing communications. This research used theory of marketing communication, theory of integrated marketing communications, promotion and marketing plan. This reaearch method is qualitative descriptive. They collected data fr

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Nikolaeva, M. A., and K. E. Markaryan. "Terminological aspects of marketing communications and evaluation of their effectiveness and efficiency." Lizing (Leasing), no. 3 (March 25, 2025): 32–42. https://doi.org/10.33920/vne-3-2502-05.

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The article provides a comparative analysis of the definitions of the term "marketing communications", the author's definition of the term, as well as existing approaches to the formation of a marketing communications system, a plan for building a marketing communications system, and highlights the main factors influencing the effectiveness and effectiveness of a communication strategy. Based on the studied materials, the author's approach to defining the marketing communications system was proposed, including a comprehensive analysis of the target audience and communication channels. In addit

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Kim, Kihyun Hannah, and V. Kumar. "The Relative Influence of Economic and Relational Direct Marketing Communications on Buying Behavior in Business-to-Business Markets." Journal of Marketing Research 55, no. 1 (2018): 48–68. http://dx.doi.org/10.1509/jmr.16.0283.

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Business-to-business firms spend significant resources in direct marketing to manage close relationships with their customers. Nevertheless, there is limited understanding of how the effectiveness of direct marketing communications varies by value propositions. Typically, direct marketing efforts are geared toward explicitly featuring economic or relational values. To implement an effective communication strategy catering to customers' preferences, firms should understand how customers consistently evaluate these organizational marketing communications, which ultimately affect their buying beh

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Ramadhani, Tri Azmi, Mutiara Sawitri Pane, Rifaldi Ahmad Nasution, Rio Rifki Panggabean, and Zainarti Zainarti. "Strategi Manajemen Komunikasi Dalam Upaya Meningkatkan Penjualan Produk Asuransi." Dakwatussifa: Journal of Da'wah and Communication 2, no. 2 (2023): 127–39. http://dx.doi.org/10.56146/dakwatussifa.v2i2.103.

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The idea behind marketing is finding out what customers want and need. As a result, to provide various product-related information to customers, marketers must be able to formulate policies that are supported by effective communication. As a result, designing consumer behavior requires a deeper understanding of communications, particularly marketing communications. This study aims to explain the field of marketing communications. Interacting with others can be made simpler by the availability of communication. There is no process of human life without communication. In other words, for everyon

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Petr, Koreniuk, and Dmytrochenkov Mykyta. "ASSESSING THE EFFECTIVENESS OF DIGITAL MARKETING COMMUNICATIONS FOR ENSURING THE DEVELOPMENT OF THE ENTERPRISE." ECONOMIC BULLETIN OF THE DNIPROVSK STATE TECHNICAL UNIVERSITY, no. 2(7) (December 27, 2023): 63–69. http://dx.doi.org/10.31319/2709-2879.2023iss2(7).293749pp63-69.

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The article has shown that the development of information technologies has dramatically changed the cost of companies for marketing communications, in which the cost of the Internet communication began to increase at the fastest pace. In the face of unprecedentedly rapid growth of Internet users increases the need to form modern marketing tools, which allows you to use Internet resources to communicate with consumers, increase their awareness to promote the goods and services of companies. The purpose of the article is to provide practical recommendations for evaluating the effectiveness of di

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Jerman, Damjana, and Bruno Završnik. "THE MODEL OF MARKETING COMMUNICATIONS EFFECTIVENESS: EMPIRICAL EVIDENCE FROM SLOVENIAN BUSINESS-TO-BUSINESS PRACTICE." Journal of Business Economics and Management 13, no. 4 (2012): 705–23. http://dx.doi.org/10.3846/16111699.2011.620163.

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The paper's purpose is to add to the body of knowledge on marketing communication effectiveness by developing and testing the model of marketing communication effectiveness in the business-to-business markets. Based on past research from the marketing communications and business-to-business marketing literature, the model is tested to examine the impact of antecedent variables on marketing communications effectiveness and organizational performance. Our analysis indicates that a central concept of marketing communication effectiveness is influenced by different variables. We also confirmed a p

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LABURTSEVA, Olena, and Halyna ALDANKOVA. "MARKETING COMMUNICATION SYSTEM OF RETAIL ENTERPRISES." Economy of Ukraine 2018, no. 9 (2018): 139–52. http://dx.doi.org/10.15407/economyukr.2018.09.139.

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The actual problem of marketing communications management of Ukrainian retailers from the point of view of the system approach is considered. It is shown that the specificity of these marketing communications is determined both by the goals they are aimed at, and by means of communication. The objectives of marketing communications are: formation of the brand image of retailer, attracting consumers to visit places of sale, incentive to make a purchase, promotion of consumer satisfaction and ensuring the consumer loyalty. The main types of marketing communications are advertising, sales promoti

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KOVALCHUK, S., Y. GALYUK, and M. SYBACHEV. "INTERNET MARKETING AND INTERNET MARKETING TOOLS IN MODERN CONDITIONS." Herald of Khmelnytskyi National University. Economic sciences 286, no. 5 (2020): 7–10. https://doi.org/10.31891/2307-5740-2020-286-5-1.

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Marketing is evolving every day and its modern form is a synthesis of classical marketing, programming, design, analytics, journalism, psychology, and other fields. The activity takes place in the VUCA world (abbreviation from volatility, uncertainty, complexity, and ambiguity) in the 21st century, which is characterized by the complex and dynamic rhythm of the modern world. That’s why the question of implementation of internet marketing remains relevant in modern conditions. It is determined that internet marketing is a variety of measures in the Internet environment to promote business devel

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Mandal, Pratap Chandra. "Socially-Responsible Target Marketing and Marketing Communications." International Journal of Social Ecology and Sustainable Development 13, no. 1 (2022): 1–16. http://dx.doi.org/10.4018/ijsesd.293247.

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Companies are in business to generate revenues and profits and achieve business excellence. Now-a-days, companies are becoming sensitive towards their social responsibilities of ensuring not only consumer welfare but also the welfare of all stakeholders including the society at large. Companies do target marketing and marketing communications to communicate about their offerings to target markets. They adopt socially responsible target marketing, marketing communications, and advertising campaigns. Various issues in advertising campaigns include deceptive advertising, and unethical practices i

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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 (2006): 156–66. http://dx.doi.org/10.1108/07363760610663312.

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Hänninen, Nora, and Heikki Karjaluoto. "The effect of marketing communication on business relationship loyalty." Marketing Intelligence & Planning 35, no. 4 (2017): 458–72. http://dx.doi.org/10.1108/mip-01-2016-0006.

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Purpose The purpose of this paper is to create a new understanding of industrial business-to-business (B2B) relationships by connecting the theoretical streams of marketing communications and relationship marketing. This study tests how various marketing communication channels and communication quality increase the transformation of customer-perceived value into customer loyalty. Design/methodology/approach The theoretical framework consists of links between customer-perceived value, marketing communication quality, channel effectiveness, and customer loyalty. The age of the business relations

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Bormane, Santa. "TRENDS IN THE DEVELOPMENT OF INTEGRATED MARKETING COMMUNICATION IN THE CONTEXT OF DIGITAL MARKETING." SOCIETY. INTEGRATION. EDUCATION. Proceedings of the International Scientific Conference 6 (May 21, 2019): 84. http://dx.doi.org/10.17770/sie2019vol6.3717.

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Nowadays, in the context of digital marketing and social media development, with the advantages given by technologies and the vast possibilities of communication among consumers, businesses find the implementation of integrated marketing communication influenced by the Internet as a marketing communication environment where businesses are urged into a customer-centric approach by the consumers’ changing habits of receiving information. This results in an increased role of content marketing, relationship orientation, dialogue and network communication, management of multiple stakeholders etc.,

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Baranetska, A. "ІНТЕГРОВАНІ КОМУНІКАЦІЇ: ІНТЕРПРЕТАЦІЯ РЕКЛАМИ". State and Regions. Series: Social Communications, № 1(41) (10 березня 2020): 90. http://dx.doi.org/10.32840/cpu2219-8741/2020.1(41).14.

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<div><em>The article explores aspects of modern advertising discourse implementation. The patterns of realization of interaction between advertising and consumers are characterized. The basic functionality of advertising as a communication tool is defined. The article describes strengths and weaknesses in the organization of advertising communication and notes positive features and disadvantages of advertising. Advertising is presented as an important component of the marketing communication system. It is emphasized that the efficiency of marketing communications is due to their st

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Chernobaeva, Gulnara E., and Raisa G. Bykova. "The use of multi-level marketing communications by non-network sellers of finishing materials." Herald of Omsk University. Series: Economics 22, no. 1 (2024): 70–80. http://dx.doi.org/10.24147/1812-3988.2024.22(1).70-80.

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The decrease in the effectiveness of conventional marketing communications and the need to optimize marketing budgets require modern non-network players in the finishing materials market to take a more balanced approach to the formation of an integrated set of communication tools. Within the framework of this study, four types of marketing information transmission channels were identified. A tiered approach was used for typing, based on determining the type and number of communication intermediaries between a non-network seller and a buyer of finishing materials. A list of opportunities and th

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Pomaz, Oleksandr, Tetiana Voronko-Nevidnycha, Vladuslav Dereza, and Artem Mykhailyk. "The Peculiarities of Modern Methods of Marketing Communication Policy Application by Enterprises." Modern Economics 23, no. 1 (2020): 169–73. http://dx.doi.org/10.31521/modecon.v23(2020)-27.

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Introduction. The article deals with current issues related to the application of modern methods of marketing communication policy at enterprises, and with the research of different scientists’ approaches in defining this concept. Results. It has been proved that modern enterprises, regardless of their field of activity, require the establishment of long-term mutually beneficial relationships with suppliers, intermediaries, partners and, most importantly, with customers, therefore there is an urgent need for effective communication policy. The problems of forming marketing communications of do

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Torgunakova, E. V., та E. A. Torgunakov. "Development and efﬁcient use of a marketing communications mix". Economics and Management 28, № 3 (2022): 281–88. http://dx.doi.org/10.35854/1998-1627-2022-3-281-288.

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Aim. Based on an analysis of current trends in the development of the marketing communications mix, the presented study aims to determine the prerequisites for its efficient use by organizations for maximum impact on the consumer.Tasks. The authors identify trends in the development of the marketing communications mix; consider an algorithm for the formation of the marketing communications mix in an organization; substantiate the prerequisites for its efficient implementation in an organization.Methods. This study uses general scientific methods of cognition to investigate trends in the develo

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Šķiltere, Daina, and Santa Bormane. "CONCEPTUAL MODEL IN INTEGRATED MARKETING COMMUNICATION." SOCIETY. INTEGRATION. EDUCATION. Proceedings of the International Scientific Conference 6 (May 25, 2018): 478. http://dx.doi.org/10.17770/sie2018vol1.3406.

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Integrated marketing communications are developing, with IMC approaches to communication with consumers seeing further enhancements in the scientific literature. However, in order to reach the marketing targets, a variety of IMC tools may be used in combination when implementing marketing activities. Despite each IMC tool in itself being highly distinctive, they all depend on each other in the creation of product consumption value and the enhancement of economic, communicational and social benefits. Purpose of the paper: The goal of the research is to assess the integrated marketing communicat

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Ігнатенко, Р.В. "ЦИФРОВІ КОМУНІКАЦІЇ В МАРКЕТИНГУ: СУТНІСТЬ ТА ПЕРСПЕКТИВИ РОЗВИТКУ В УМОВАХ ПАНДЕМІЇ COVID-19". Наукові записки Львівського університету бізнесу та права. Серія економічна. Серія юридична, № 31 (30 грудня 2021): 40–46. https://doi.org/10.5281/zenodo.6034732.

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In today's business environment, the changes taking place and their speed of spread are related to the digital revolution and the increase in the number of communication channels, the development of social networks and interactive marketing platforms, and many other phenomena that shape new vectors for business. Digital marketing communications have become an integral part of today's quarantine business. The purpose of the article is to explore the essence of digital marketing communications and determine the main prospects for their development in the context of the COVID-19 pandemic.

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Siswanto, Tito. "Optimalisasi Sosial Media Sebagai Media Pemasaran Usaha Kecil Menengah." Liquidity 2, no. 1 (2018): 80–86. http://dx.doi.org/10.32546/lq.v2i1.134.

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Communication is a very important element in marketing, because marketing is essentially the communication between producers and consumers. The more advanced development of technology and information, it encourages the changes of conventional communications to modern communication which is digital life style. To support the realization of such communication, the internet became an important element in the creation of modern marketing communications. Until finally, comes the online social media that offers ease of marketing communications with the online system. Because of their low cost and ea

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Mulder, Dalmé. "evolution of marketing communication." Communicare: Journal for Communication Studies in Africa 23, no. 1 (2022): 220–37. http://dx.doi.org/10.36615/jcsa.v23i1.1789.

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Marketing communication is not a new phenomenon. Communication has been part ofthe marketing process for as long as people have exchanged goods. However, the adventof technology and research, among other reasons, has made the marketing communicationprocess increasingly sophisticated in recent decades and has given rise to integratedmarketing communication (IMC) and the integrated communication phenomenon.To understand this new approach to marketing communication, one has to go back tothe roots thereof and scrutinise the path of development. “Innovation begins withabandonment. It’s not what you

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Ren, Kai. "Exploring the Impact of Marketing Communication on Consumer Behaviors in China’s Cosmetics Industry." Highlights in Business, Economics and Management 8 (April 11, 2023): 93–98. http://dx.doi.org/10.54097/hbem.v8i.7170.

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The Chinese cosmetics market is one of the country's most dynamic and quickly rising economies. Marketing communication is one of the industry's success elements, as more and more firms expand their markets using various marketing tactics. The purpose of this study is to determine the impact of marketing communication on consumer behavior. The significance of this paper is to explore the impact of marketing communications on consumer behavior in order to provide a theoretical basis for future measures to be taken by policymakers. In-depth interviews were used to acquire primary data for this s

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