Abstract
The article reflects the core and role of the integrated marketing communications in today's market to develop an innovative entrepreneurship, paying attention to merchandising in a set of integrated marketing
communications. In order to elaborate measures for integrated marketing communications for enterprises, the article draws a special attention to the role of merchandising and its boosting within the framework of sustainable development of enterprises. Given the topical issue of nowadays - the lack of consumer awareness of ecologic performance and health impact of
products, and the physical availability of domestic products in the Latvian food retail chains - and the trends of development of integrated marketing communications, businesses need to focus product promotion on communication with consumers in order to foster a greater understanding of the healthiness and ecological performance of products etc., thus contributing positively to demand for them. The authors hold a view that demand is affected by factors such as product location and placement in a shop's premises,
shelves etc., advertising in mass media, internet, outdoor advertising, advertising stands, visual information about product discounts, product discount coupons etc. measures to increase sales, product tasting in shops, shop assistant consultations etc. The article is based on authors’ studies conducted in the food retail sector during 2017. In their study authors used companies' data, surveyed leading food retail chains’ main specialists in Latvia. The objective of the study is to research and assess the integrated marketing communications as a set of merchandising tools to develop innovative entrepreneurship In order to achieve the objective of the study, the authors used the following quantitative and qualitative methods — surveys, comparison, grouping — typically applied in the studies of science of economics. The study is based on the scientific works published by Latvian and foreign scientists, general and specialised literature, periodicals. The authors of the study carried out an assessment, market research, and comparative analysis, organised a survey of leading specialists from Latvian food retail chains.
communications. In order to elaborate measures for integrated marketing communications for enterprises, the article draws a special attention to the role of merchandising and its boosting within the framework of sustainable development of enterprises. Given the topical issue of nowadays - the lack of consumer awareness of ecologic performance and health impact of
products, and the physical availability of domestic products in the Latvian food retail chains - and the trends of development of integrated marketing communications, businesses need to focus product promotion on communication with consumers in order to foster a greater understanding of the healthiness and ecological performance of products etc., thus contributing positively to demand for them. The authors hold a view that demand is affected by factors such as product location and placement in a shop's premises,
shelves etc., advertising in mass media, internet, outdoor advertising, advertising stands, visual information about product discounts, product discount coupons etc. measures to increase sales, product tasting in shops, shop assistant consultations etc. The article is based on authors’ studies conducted in the food retail sector during 2017. In their study authors used companies' data, surveyed leading food retail chains’ main specialists in Latvia. The objective of the study is to research and assess the integrated marketing communications as a set of merchandising tools to develop innovative entrepreneurship In order to achieve the objective of the study, the authors used the following quantitative and qualitative methods — surveys, comparison, grouping — typically applied in the studies of science of economics. The study is based on the scientific works published by Latvian and foreign scientists, general and specialised literature, periodicals. The authors of the study carried out an assessment, market research, and comparative analysis, organised a survey of leading specialists from Latvian food retail chains.
| Original language | English |
|---|---|
| Title of host publication | International Scientific Conference "New Challenges of Economic and Business Development – 2018: Productivity and Economic Growth" |
| Subtitle of host publication | Proceedings |
| Publisher | University of Latvia |
| Pages | 18-29 |
| ISBN (Print) | 978-9934-18-344-7 |
| Publication status | Published - 2018 |
| Externally published | Yes |
| Event | 10th International Scientific Conference "New Challenges of Economic and Business Development – 2018: Productivity and Economic Growth" - Riga, Latvia Duration: 10 May 2018 → 12 May 2018 Conference number: 10 |
Conference
| Conference | 10th International Scientific Conference "New Challenges of Economic and Business Development – 2018: Productivity and Economic Growth" |
|---|---|
| Country/Territory | Latvia |
| City | Riga |
| Period | 10/05/18 → 12/05/18 |
Keywords*
- integrated marketing communications
- integrated marketing communications tools
- sustainability
- sustainable development
- merchandising
Field of Science*
- 5.2 Economy and Business
Publication Type*
- 3.1. Articles or chapters in proceedings/scientific books indexed in Web of Science and/or Scopus database