E-Integrated Marketing Communication of Micro Enterprises

Busic, Bruno; Štavlić, Katarina; Lacković, Krešimir

doi:10.2507/32nd.daaam.proceedings.064

Cited by 2 publications

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“…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. The authors of the article "Assessing the effectiveness of content in the framework of online and offline marketing communications of an enterprise" [8] found that only high-quality content can provide a company with a high level of customer conversion and significant visibility of its website in various search engines.…”

Section: Discussionmentioning

confidence: 99%

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Optimization of marketing communications of trade enterprises in modern conditions

et al. 2023

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The main directions of development of marketing communications of commercial enterprises in modern conditions are analyzed in the article. The purpose of the article is to reveal and substantiate the prospects of development of marketing communications of commercial enterprises and offer the directions of their optimization taking into account the tendencies of digitalization of economic processes. The methodological basis of the research represents the complex approach, which allows studying the components of marketing communications as a part of the marketing system which can give the economic and communicative results more than separate components of this system and also justify the recurrent interconnection of functional dependence of marketing communications. It was proved that marketing communications should be considered not only in terms of the use of appropriate tools, but also taking into account the information component of sales channels. Recommendations on the application of omni-channel strategy for the development of marketing communications of commercial enterprises have been proposed and justified. It was found that for the effective functioning of commercial enterprises the application of a combined approach, which includes both omni-channel and traditional sales channels is required.

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Section: Discussionmentioning

confidence: 99%

“…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].…”

Section: Introductionmentioning

confidence: 99%

Optimization of marketing communications of trade enterprises in modern conditions

et al. 2023

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“…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. The research (Busic B. et al, 2021) defines the organization of integrated marketing, and then, based on the studied capabilities of Internet technologies, integrated marketing communication as an organizational model of effective process. The study (Ugolkov Ie.…”

Section: Literature Reviewmentioning

confidence: 99%

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

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Tsurska

Nianko

et al. 2022

Management Theory and Studies for Rural Business and Infrastructure Development

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Within the article, the main directions of the marketing communication development of trade enterprises are analyzed. The purpose of the article is to substantiate the prospects for the development of marketing communications of commercial enterprises in modern conditions of development, taking into account trends in the digitalization of economic processes. The methodological basis for the study of prospects for the development of marketing communications of commercial enterprises is a comprehensive approach that includes systems and processes. The use of a systems approach makes it possible to explore the components of marketing communications as part of a general system that can give a result greater than the individual components of this system, as well as to justify the recurrent relationship of functional dependence of marketing communications. The main components of marketing communications are identified. It is substantiated that marketing communications should be considered not only in terms of the use of appropriate tools, but also take into account the information component of sales channels. The subsystems of the marketing communication environment that promote information exchange between consumers and enterprises in the formation of effective interaction are studied. Recommendations for the application of omnichannel strategy of the marketing communication development of commercial enterprises have been proposed. The expediency of introduction of the client-oriented approach taking into account current conditions of functioning of trade enterprises is substantiated. It was found that for the effective functioning of commercial enterprises it is necessary to apply a combined approach, which includes both omnichannel and traditional sales channels. To assess the effectiveness of the system of omnichannel marketing communications of a commercial enterprise, it is proposed to use a recurrent ratio.

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E-Integrated Marketing Communication of Micro Enterprises

Cited by 2 publications

References 0 publications

Optimization of marketing communications of trade enterprises in modern conditions

Optimization of marketing communications of trade enterprises in modern conditions

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

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