Integrated Marketing Communications in Sustainable Business

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


Business sustainability hinges on authorities’ action, cooperation and willingness to protect nature and natural resources, but they also have to meet the economic needs and cultivate the economic opportunities, whilst also satisfying the social needs and building a fair relationship among the different social groups. One of the ways to develop a sustainable business is integrated marketing communications. When using integrated marketing communications, businesses – notably food producers and retailers – need to focus on the education of consumers, the ecological performance and impact of products on the environment and human health, thus contributing to a sustainable development of Latvia’s economy overall. The aim of the research is to evaluate the prospects of development of Latvian food retail chains through the use of integrated marketing communication tools for sustainable business. The following scientific research methods are used in the research study: analytical, comparative,
graphical, statistical, observatory and interrogative. The research focuses on the Latvian food retail sector, the subject being Latvian food retail chains, with leading specialists from all Latvian food retail chains surveyed. The research confirmed the hypothesis of the positive influence of the use of IMC tools for sustainability upon demand at Latvian food retail chains, its contribution to the formation of public opinion on the importance of preservation of the
environment, the enhancement of consumer awareness, the promotion of corporate social responsibility for consumer health, ecological products overall, and the role and contribution of a green economy to a sustainable development of the national economy as a whole. The author has defined IMC for sustainability, developed and classified IMC tools for sustainability, and drawn up an IMC model for sustainability. The results of the research are of both theoretical and practical value.
Original languageEnglish
Title of host publicationSabiedrība. Integrācija. Izglītība = Society. Integration. Education
Subtitle of host publicationstarptautiskās zinātniskās konferences materiāli = proceedings of the international scientific conference
EditorsVelta Lubkina, Svetlana Ušča, Anda Zvaigzne
Place of PublicationRēzekne
PublisherRēzeknes Tehnoloģiju akadēmija
Volume6: Ekonomika un sabiedrības pārvaldība
Publication statusPublished - 2018
Externally publishedYes
EventInternational Scientific Conference “Society. Integration. Education: Sabiedrība. Integrācija. Izglītība”, 2018 - Rēzekne, Latvia
Duration: 25 May 201826 May 2018

Publication series

NameSociety. Integration. Education=Sabiedrība. Integrācija. Izglītība
ISSN (Print)1691-5887


ConferenceInternational Scientific Conference “Society. Integration. Education: Sabiedrība. Integrācija. Izglītība”, 2018


  • sustainable marketing
  • sustainable development
  • sustainability
  • marketing communication
  • marketing communication tools
  • marketing communication model
  • Sustainable entrepreneurship

Field of Science*

  • 5.2 Economy and Business

Publication Type*

  • 3.2. Articles or chapters in other proceedings other than those included in 3.1., with an ISBN or ISSN code


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