Integrētā mārketinga komunikācija Latvijas pārtikas mazumtirdzniecības veikalu ķēžu uzņēmumos ilgtspējīgas attīstības kontekstā

The Doctoral Thesis researches integrated marketing communication in the context of sustainable development. The study identifies problems and seeks solutions for the improvement of integrated marketing communication for sustainable development. It addresses in detail the issues pertaining to the role, importance and effect of integrated marketing communication upon demand, consumers’ market behavior, consumers’ buying decisions. Leading marketing specialists of Latvian food retail chains have been surveyed on the use of integrated marketing communication and its impact upon sustainable development. Buyers, in turn, have been surveyed to find out the impact of integrated marketing communication for sustainable development upon their buying decisions. The study identifies the complex factors of influence upon consumers’ buying decisions in the context of sustainable development and puts forward proposals for the improvement and use of integrated marketing communication. A conceptual model of integrated marketing communication for
sustainable development has been worked out. The goal of the doctoral thesis is to assess the influence of integrated marketing communication tools upon sustainable development and to work out a conceptual approach for Latvian food retail chains implementing integrated marketing communication geared towards social responsibility, environmental conservation, and economic development on the basis of the various approaches of the integrated marketing communication process to product promotion and communication with buyers. The first part of the doctoral thesis analyses the scientific perception of integrated marketing communication, its role and meaning, explains the approaches to integrated marketing communication, explores the trends of development in marketing and integrated marketing communication, classifies integrated marketing communication tools, and eventually proposes a model of the integrated marketing communication process. The second part of the doctoral thesis deals with the essence and importance of sustainable development – the role of economy, environment and society, and the interplay of its elements. It analyses the essence of sustainable marketing at a company, the evolution of the concept, and highlights the role of integrated marketing communication for sustainable development. Integrated marketing communication tools for use in the context of sustainable development are collected and classified, and a model of the integrated marketing communication process for sustainable development is worked out. The third part of the doctoral thesis focuses on the Latvian food retail industry and chains. A survey of leading marketing specialists gives an assessment of building and using integrated marketing communication, its impact upon demand and role in sustainable development. Furthermore, a survey of buyers about the impact of integrated marketing communication tools for sustainable development upon buying decisions in the context of sustainable development rates the integrated marketing communication tools for sustainable development collected and classified by the author and their influence upon consumers’ buying decisions and identifies the complex factors of influence upon consumers’ buying decisions in the context of sustainable development. Based on a comparative analysis of the survey data, a conceptual model of integrated marketing communication for sustainable development has been made and approbated. Lastly, conclusions are drawn and proposals are put forward.

The Doctoral Thesis has been written in Latvian and consists of an introduction, 3 body chapters, conclusions and proposals, bibliography, and 20 appendices. The thesis contains 19 tables, 39 figures, and has a total volume of 241 pages. The bibliography includes 254 literary sources.

Summaries of the Doctoral Thesis are published in Latvian and English.