Abstract
Research background: A prominent feature of nowadays in the development of business is the development of innovative principles of governance where a key component is the formation of sustainable IMC, as it facilitates a synergy
between the company’s deliverables and consumer audiences. The literature predominantly describes IMC as a process and approach to the customer, yet, in order to address specific guidelines in the process of IMC towards the customer, the authors conducted research across Latvian food retail chains by polling their leading specialists with a view to find out the influence of IMC tools of product promotion upon demand and come to notable conclusions on an innovative approach to business processes, including the formation of sustainable IMC which facilitates a synergy between the company’s deliverables and consumer audiences.
Purpose of the article: The goal of the research is to explore and assess integrated marketing communications as a body of product promotion tools for the development of innovative business, with the object of the research being product
promotion on the market as a key component and set of tools of IMC. The subject of the research is promotion tools for a sustainable development of retail chains.
Methodology/methods: The research makes use of the results of the studies conducted by the authors on the food retail market in 2017. The authors used company data and polled leading specialists at Latvian food retail chains. In order
to accomplish the goal and objectives, the authors used the following quantitative and qualitative methods of economic research – polling, comparison, grouping. The study is based on scientific papers published by Latvian and foreign
scholars, general and special literature, and periodicals. The authors conducted an assessment, a market investigation, a comparative analysis, held a survey, and used the MS Excel software for data processing and analysis.
Findings: The research confirmed the hypothesis that the use of integrated marketing communications in product promotion increases the consumption of sustainable, ecological products and, consequently, the spread of sustainable
lifestyle. The results of the research are of both theoretical and practical value.
between the company’s deliverables and consumer audiences. The literature predominantly describes IMC as a process and approach to the customer, yet, in order to address specific guidelines in the process of IMC towards the customer, the authors conducted research across Latvian food retail chains by polling their leading specialists with a view to find out the influence of IMC tools of product promotion upon demand and come to notable conclusions on an innovative approach to business processes, including the formation of sustainable IMC which facilitates a synergy between the company’s deliverables and consumer audiences.
Purpose of the article: The goal of the research is to explore and assess integrated marketing communications as a body of product promotion tools for the development of innovative business, with the object of the research being product
promotion on the market as a key component and set of tools of IMC. The subject of the research is promotion tools for a sustainable development of retail chains.
Methodology/methods: The research makes use of the results of the studies conducted by the authors on the food retail market in 2017. The authors used company data and polled leading specialists at Latvian food retail chains. In order
to accomplish the goal and objectives, the authors used the following quantitative and qualitative methods of economic research – polling, comparison, grouping. The study is based on scientific papers published by Latvian and foreign
scholars, general and special literature, and periodicals. The authors conducted an assessment, a market investigation, a comparative analysis, held a survey, and used the MS Excel software for data processing and analysis.
Findings: The research confirmed the hypothesis that the use of integrated marketing communications in product promotion increases the consumption of sustainable, ecological products and, consequently, the spread of sustainable
lifestyle. The results of the research are of both theoretical and practical value.
| Original language | English |
|---|---|
| Pages | 163 |
| Number of pages | 1 |
| Publication status | Published - 2018 |
| Externally published | Yes |
| Event | New Challenges of Economic and Business Development – 2018: Productivity and Economic Growth - University of Latvia, Riga, Latvia Duration: 10 May 2018 → 12 May 2018 https://www.bvef.lu.lv/en/conf2018/ |
Conference
| 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 |
| Internet address |
Keywords*
- sustainability
- sustainable development
- sustainable marketing
- integrated marketing communication
- integrated marketing communications for sustainability
Field of Science*
- 5.2 Economy and Business
Publication Type*
- 3.4. Other publications in conference proceedings (including local)
