2021 - Franco Angeli
Articolo
Versione Digitale
Download | Copia/incolla | Stampa
Development of a customised model of integrated marketing communications for the economic well-being of the enterprise
P. 141-153
- In modern marketing theory, marketing communications have adopted a more extended interpretation called customisation. This is the subject of further consid-eration of integrated marketing communications as a systematic approach to do-ing business, which allows making the most of all available business tools today. The purpose of the research was to solve the problems of integrated marketing communications related to the organisation of planning and management, ensur-ing the priority of consumer opinion, creation of individualised goods and services.
- Customisation is based on completing consumer goods with individual elements, component modules or additional exclusive accessories ordered by customers, whose demands are growing and changing. Customisation is understood not only as ensuring that a product or service meets the needs of a specific consumer, but also as designing them together with a future buyer. The article presents a customised model of integrated marketing communications, which can be used by entrepreneurial structures of the restaurant business in the process of forming a complex of marketing communications to ensure the savings of their financial and organisational resources, which lead the economic well-being of the enterprise.
- Based on the analysis, a formula for a customised model of integrated marketing communications was derived, which is based on the dynamics of the stages of the formation of IMC. It was concluded that the authors' model of integrated marketing communications can be used to ensure the financial savings and economic well-being of enterprise. [Publisher's text]
-
Informazioni
Codice DOI: 10.3280/RISS2021-002011
ISSN: 2239-1959
PAROLE CHIAVE
- Marketing mix, customisation, brand, information technology
-
Nello stesso fascicolo
- Introduction
- Editorial
- Problems of using foreign labour in entrepreneurial activity for the sustainable development of Russia
- The role of international standards in improving labour law of the Republic of Kazakhstan to ensure the well-being of society
- Legal aspects of transnational scale corporations' activity in terms of sustainable development
- Sustainable development of logistics systems : features of accounting and cost analysis
- Transnational corporations, national interests, and security of the country
- International legal regulation of government procurement for sustainable development in the framework of the WTO.
- Legal status of business partnerships under the legislation of the Republic of Kazakhstan and the Russian Federation
- Methods of implementation of the U.S. policy to ensure the sustainable development of the post-Soviet states
- Development of a customised model of integrated marketing communications for the economic well-being of the enterprise
- Control and supervisory function of the National Ombudsman in the activities of law enforcement agencies aimed to ensure the well-being of society
- Territorial organization of innovative development : entrepreneurial aspect of sustainability
- Comparative analysis of issues of the legal mechanism of consumer protection in Kazakhstan and foreign countries based on the norms of sustainable development
- Loan agreement : comparative analysis of banking legislation in the field of lending to individuals in the Republic of Kazakhstan and the Russian Federation
- Project management in the context of digital transformation of the economy for the sustainable development of Kazakhstan
- Ensuring the competitiveness and the sustainability of railway enterprises in a crisis environment
- Protection of consumer rights in the world wide web in the context of ensuring sustainable well being
- Transition towards well-being sustainability : approach to circular economic model
- Determination of national sustainability in Ukraine in the scientific opinion of domestic researchers
- Forecasting the environmental and economic indicators of the enterprise, taking into account their mutual proportionality in dynamics for the purposes of sustainable development
- Sustainable corporate development and management models
- Understanding new media and participatory culture : well-being or ill-being?
- Genetically modified and socially responsible foods : a significant relationship for consumer's preferences
- Insects as food : knowledge, desire and media credibility : ideas for a communication