Development of a customised model of integrated marketing communications for the economic well-being of the enterprise

Abstract

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 custom-ised model of integrated marketing communications, which can be used by entre-preneurial structures of the restaurant business in the process of forming a com-plex of marketing communications to ensure the savings of their financial and or-ganisational resources, which lead the economic well-being of the enterprise. Based on the analysis, a formula for a customised model of integrated marketing com-munications 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 market-ing communications can be used to ensure the financial savings and economic well-being of enterprise.

Optimization of marketing communications of trade enterprises in modern conditions

“…The authors of another article "Development of an individual model of integrated marketing communications for the economic well-being of an enterprise" [6] explore the possibilities of solving the problems of integrated marketing communications related to organizing planning and management, ensuring the priority of consumer opinion, and creating individualized goods and services. A study by Croatian scientists "Electronic integrated marketing communication of micro-enterprises" [1] defines the organization of integrated marketing, and then, based on the studied possibilities of Internet technologies, integrated marketing communication as an organizational model of an effective process.…”

“…Development features of marketing communications of commercial enterprises were studied in the papers of Busich B., Khati S.R.Kh., Ivanova N., Leonov S., Plotnikova L.I., Rakhmanova A.K., Savin S., Ugolkov I.E., Vovk O., Yang K. et al [1][2][3][4][5][6][7][8][9].…”

Prospects of the Marketing Communication Development of Trade Enterprises in Current Conditions

“…The authors of the article (Rakhmanova A.K. et al, 2021) explore the possibilities of solving problems of integrated marketing communications related to the organization of planning and management, ensuring the priority of consumer opinion, the creation of individualized goods and services.…”