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A study of collaborations in the publishing business in Ukraine. Analysis of the impact of cooperation between publishing houses on market competition and cultural aspects. One of the most effective and common ways to convey information about a brand and reach a target audience is collaboration, which combines the efforts of different companies or corporations to spread knowledge about themselves among fans and Internet users. Ukrainian publishing houses choose partners for collaborations based on several key criteria: shared cultural values, the possibility of mutual strengthening of brands, common goals, and values, and complementarity of products and audiences. Partnerships between publishers are based on combining resources and expertise to create unique products that capture audiences' attention. Successful collaborations allow publishers to expand their audience, strengthen their position in the market, and better meet readers' needs by combining partners' efforts and resources. Collaborations increasingly contain a clear self-identity, patriotic stance, and appeal to cultural heritage, and here, publishers have something to offer a variety of non-publishing brands. Collaborations in the publishing business are a phenomenon that allows publishers to effectively promote their brands, reach new audiences, and create unique book products in the competitive market. The perspective of further research may be the study of collaborations of publishing brands with authors, readers, influential people - influencers, research of the cooperation with business partners, such as bookstore chains or services Megogo, "Abuk", Librarium, Yakaboo, with organizers of festivals and contests, educational and training institutions, etc. Cooperation marketing and partner marketing as an interaction between the client and the company is still waiting to be studied.

The current research has been done with the aim of presenting the integrated model of marketing public relations with the approach of integrated marketing communications for service institutions. Therefore, a combined and two-stage approach was used. In the first stage of the research, the foundation's qualitative data method and the Glazer approach were used, and the required data were collected using the interview tool. The studied statistical population includes all experts and professors with university experience in the field of the research topic, and 14 of them were selected purposefully and after reaching theoretical saturation. The results of this phase of the research showed that we can select six important categories and components under the headings: forming a think tank, identifying the environment and market research, identifying and classifying audiences, planning communication messages and setting goals, using integrated marketing communication tools and We will extract performance measurement and evaluation in four separate environments from each other. Pairwise comparisons with the AHP sequence analysis method in the second phase of the study also indicated that from the experts' point of view, forming a think tank (with weight of 31%), identifying the environment and market research (with weight of 22%) and identifying and classifying the audience (with weight of 17%) are the first three important components that should be considered more in the integrated approach of marketing public relations and integrated marketing. [ABSTRACT FROM AUTHOR]

Drawing on dynamic capabilities theory, the study aims to contribute to the existing literature by investigating the mediating role of integrated marketing communication (IMC) in the relationship between market orientation (MO) and customer-related and market performance. Specifically, it focuses on understanding how IMC operates as a strategic tool for small and medium-sized enterprises (SMEs) in the international environment. The research uses data from 422 SMEs and large firms in both developed and developing economies. Hypothesis testing was conducted using structural equation modelling (SEM). The results show that IMC, as a dynamic capability, enhances the positive impact of MO on customer-related and market performance in both developed and developing economies. The firm's size moderates this mediation effect; however, the moderation varies depending on the economy type. In the developing economy, IMC mediation is stronger for SMEs than large firms, whereas in the developed economy company size doesn't impact IMC mediation. This research contributes to the marketing communications and business management theory, particularly by expanding the knowledge of the unique context of SMEs in developing economies. The practical implications of the study are particularly relevant for SMEs managers operating in diverse economic contexts, providing actionable insights that can inform decisionmaking and marketing strategies for SMEs. [ABSTRACT FROM AUTHOR]

Special events provide organizations with an opportunity to communicate with their prospective customers: private businesses increase brand awareness and loyalty while state socio-cultural institutions pursue various social goals. However, event management as a research subject is shared by many sciences, from sociology to marketing. As a result, no separate science can offer a comprehensive understanding of processes and tools that allow organizations to impact their event visitors. The research objective was to conceptualize the social and communicative tools of event management from digital perspectives. The unified system reflects the multi-channel and time-consuming nature of event management as a total of interrelated impact tools and processes. The author used a systematic and structural-functional approach to conceptualize the social and communicative mechanism in event management. The result was verified against practical approaches specified by the local expert community of event managers. The paper describes the structure of the event-communicative mechanism, including influencing, input-conditioning, and output-correction. The research revealed an additional socio-communicative component, which is based on the properties of reference influence. The goal-setting tools proved to depend on the process in particular or their sets. Instrumental material / information technologies were classified in accordance with the social or communicative components and stages. The concept verification revealed a lack of actual managerial control and coordination of social and self-management processes.

Purpose: The article discusses the plan of integrated marketing communication with an emphasis on designing a strategy for the brand X. Marketing communication is one of the key elements of strategic marketing, as it has a significant impact on the recognition and success of a company or brand. It should be emphasized that in the era of information technology, information overload, and increasing consumer demands, the concept of marketing communication is much more complex than simply informing target customers about the existence of a product or service. Methodology: The quantitative research was carried out using a survey questionnaire technique. For this purpose, we used a web-based 1KA survey sent via email addresses. Results: The survey determined (1) the level of general interest in alarm systems for the protection of residential, holiday, and commercial properties, (2) the level of awareness of brand X. We further identified (3) the target audience of the brand X, (4) the key message for advertising needs and (5) communication channels through which to address the target audience. Practical implications: The obtained results were our key guidelines in designing a marketing communication strategy for the brand X, aimed at improving the effectiveness of current marketing campaigns and increasing the sales of products under the selected brand.

Purpose: The article discusses the plan of integrated marketing communication with an emphasis on designing a strategy for the brand X. Marketing communication is one of the key elements of strategic marketing, as it has a significant impact on the recognition and success of a company or brand. It should be emphasized that in the era of information technology, information overload, and increasing consumer demands, the concept of marketing communication is much more complex than simply informing target customers about the existence of a product or service. Methodology: The quantitative research was carried out using a survey questionnaire technique. For this purpose, we used a web-based 1KA survey sent via email addresses. Results: The survey determined (1) the level of general interest in alarm systems for the protection of residential, holiday, and commercial properties, (2) the level of awareness of brand X. We further identified (3) the target audience of the brand X, (4) the key message for advertising needs and (5) communication channels through which to address the target audience. Practical implications: The obtained results were our key guidelines in designing a marketing communication strategy for the brand X, aimed at improving the effectiveness of current marketing campaigns and increasing the sales of products under the selected brand. [ABSTRACT FROM AUTHOR]

This paper evaluates the impact of business communications on the performance of companies and organizations and briefly outlines the history of the formation of the conceptual apparatus in the process of integrating integrated communications. Their role in corporate governance, as well as in the implementation of the ESG agenda in Russia, is considered. The relevance of the study is determined by the accelerated changes in the concepts of communication integration, the constant updating of forms, methods, tools and technologies, as well as the ambiguity of interpretations and the insufficient development of methodological approaches, which requires a new understanding of their content and implementation possibilities. The similarities and differences between integrated marketing communications and integrated communications are analyzed, the uncertainty in the use of these concepts is shown, as well as the distinctive features of the latter, which interact with all groups of stakeholders. The subject of the study is the system of relations in the process of interaction of companies and organizations with all groups of stakeholders. The purpose of the article is to show the advantages and possibilities of practical application of integrated communications, as well as new approaches to management strategizing. The article uses such research methods as content analysis of scientific periodicals, comparative analysis of semantic constructions of terms, study of practical experience in managing communications of companies and organizations, criteria and indicators for assessing their quality. The current trends in the development of integrated communications and their growing influence on the performance of companies and organizations are shown. The scientific novelty of the publication is justified by the author’s interpretation of the process of communication integration. The analysis showed that in the methods for compiling ESG ratings, the set of criteria for assessing the quality of block “G” is limited to the indicators of corporate governance codes. Therefore, the authors propose to expand this set using metrics for assessing the effectiveness of integrated communications management taken from the “corporate management” and “communications management” systems. The practical significance of the work is the opportunity to attract the attention of stakeholders to the problem of integrated communications and expand the horizon of their perception in theory and practice. Further directions of research may be related to the consideration of the characteristics of Russian communications practices in the business environment. Effective integrated communications can play a key role in the development of sustainable corporate governance in Russia.

Commodity smuggling is a complex phenomenon with multiple dimensions, which is related to the hidden and underground economy on the one hand, and to social order, cultures, and attitudes on the other hand. In the conditions of the spread of Covid-19 as a global crisis, the complexity of the situation of goods smuggling has increased. Getting out of the situation of smuggling as an economic disease and a critical situation that is considered as one of the country's development challenges, requires coordinated and integrated measures, and the approach of integrated marketing communications can be used to deal with such challenges. Therefore, planning a systematic way out of commodity smuggling with the integrated marketing communication management approach (case study: Covid-19 outbreak crisis) was proposed for the first time.The present exploratory research was presented through semi-structured interviews of 12 experts and using the database theory and the Delphi method, conceptual model and appropriate theory, extracting 18 categories and 82 sub-components, content validity (0.71), retest reliability (77%), and reliability two coders (65%) were evaluated favorably and practical suggestions were presented by documenting organizational knowledge.It seems that in the crisis of the Covid-19 outbreak, planning through the management of integrated marketing communications can be used to prevent and get out of the situation of smuggling of goods towards the health of the business environment and economic development.Therefore, planning a systematic way out of commodity smuggling with the integrated marketing communication management approach (case study: Corona outbreak crisis) was proposed for the first time.The present exploratory research was presented through semi-structured interviews of 12 experts and using the data base theory and the Delphi method, conceptual model and appropriate theory, while extracting 18 categories and 82 sub-components, content validity (0.71), retest reliability (77%) and reliability Two coders (65%) were evaluated favorably and practical suggestions were presented by documenting organizational knowledge.Among the categories, "supporting legal trade while modifying and completing the business model" and "supporting production while modifying and completing the production and employment model" had the highest frequency. It seems that in the crisis of corona outbreak, planning through the management of integrated marketing communications can be used to prevent and get out of the situation of smuggling of goods towards the health of the business environment and economic development.

Creating a distinctive brand (employer, company, sports, etc.), achieving a corporate image and reputation as subsequent strategic processes require knowledge of key management activities. Considering educational institutions as a brand becomes a prerequisite for their successful adaptation to today's changing customer demands, highly competitive environment, and the specific conditions in which they operate. The purpose of this study is to analyze the initiatives related to the celebration of 80th Anniversary of NSA as a tool to maintain institutional brand loyalty. The objects of study are the means, PR activities including special events, celebrations, etc. that the institution uses to maintain its brand image. The qualitative methods "Case study" and structured interviews with experts in event organization as well as participant observation were used to implement the study. Based on the collected information, a typology of the events was made according to key criteria: according to the subject matter, according to the scale, according to the needs of the target audience, etc. In addition, a model for the implementation of integrated marketing communications related to the celebrations is outlined. [ABSTRACT FROM AUTHOR]

The article examines the marketing communications used by enterprises of the travel industry. The purpose of the article is to study the latest marketing communications and develop directions for their application in the enterprises of the tourism and hotel business. The necessity of formation and implementation of marketing communication policy that meets the specifics and goals of the enterprise in order to achieve a high level of competitiveness and desired result of activity is substantiated. The features and structure of the complex of marketing communications of tourism industry enterprises containing the following elements: advertising, sales promotion, personal sales, public relations, and direct marketing are determined. The necessity of introducing the latest technologies in this sphere is proved, since in the modern world of global computerization it is simply necessary to use modern technological resources, in particular the Internet, especially in such a sensitive and competitive industry. According to the results of the analysis and generalization of the study of Travelport company, which is one of the outstanding providers of electronic distribution services in the travel industry, a rating of marketing communications used in the tourism and hotel business is compiled. Based on the results of the study, the need for an integrated approach to the planning and implementation of communication processes, based on the consistency of actions of all means of marketing communications within a single strategy to achieve the set marketing goals, is established. As an innovative marketing communication instrument, enterprises of the tourism and hotel business are offered the use of integrated marketing communications (IMC), which are holistic communication systems and allow to cover all aspects of the marketing complex, which further contributes to the most effective action on the consumer. So, depending on the direction of activity, the availability of human resources and financial condition, the company chooses a way to present itself in social networks through the most effective communication instrument, tailored to suit the market needs

Integrated marketing communication (IMC) is an effective marketing practice in the age of social media. IMC builds customer relationships and enhances brand value by integrating information from multiple channels and strengthening user interaction. The purpose of this study is to present the development process, current hotspots, and future trends of IMC research. Moreover, it explores the characteristics and patterns of IMC research. First, this paper shows the annual literature volume, leading countries, journals, and authors in IMC research through bibliometrics. Then, five hot research topics are identified through keyword co-occurrence analysis, namely IMC theory and models, brand communication, media research, customer research, and marketing strategy. From 1991 to 2020, IMC research is divided into five phases, each of which is related to the enhancement of user interaction. Future IMC research will continue to be user-centered, and IMC research will continue with social media and branding, as well as research on other topics that can further enhance user interactions. This paper also finds that the characteristics of the concept of IMC itself lead to a constant renewal of its connotations, which is one of the reasons why scholars cannot reach a consensus on the concept of IMC. AcknowledgmentsWe thank Associate Professor Zhenkun Cui of Henan Institute of Science and Technology for his valuable comments during the writing and revision of this paper. The following research projects supported this study: (1) Henan Provincial University Humanities and Social Sciences Research Project No.2022-ZDJH-0099; (2) Henan Provincial University Humanities and Social Sciences Research Project No.2022-ZZJH-158; (3) Henan Province Social Science Planning Project No. 2021BZZ004; and (4) Xinxiang Social Science Federation Research Project No. 2021-167.

Objective The aim of this study was to explain the impact of media on service quality and diversity based on the integrated marketing communication (IMC) approach. Raising awareness about the influence and role of media in integrated marketing communications highlights the importance of media management in organizations and companies. Moreover, it can prepare the ground for optimal management of intra-organizational media and optimal use of external media. Consequently, this study seeks to find an answer for the following question: “How Sepah Bank can manage the media in accordance with its marketing goals in order to help integrate marketing communications and influence the local audience in line with the bank's ultimate objectives. Methodology The present survey research is descriptive researches in terms of methodology and applied in terms of purpose. Interviews with the focus group was employed to extract the initial model; in addition, the structural equation modeling method and LISREL were implemented to assess the relationship between the components of the model. For this purpose, SPSS software was used. The statistical population of this study included all experts of central offices of Sepah Bank branches. Besides, 450 questionnaires were distributed among the experts of the central offices of Sepah Bank, and finally 410 questionnaires were analyzed. Eventually, qualitative content analysis method was use to investigate qualitative data. Findings According to the research model, the media can manipulate the diversity and quality of banking products through accessing news and reports about the activities of other local and foreign banks and also reflecting on public reports as well as scientific and educational articles in the field of banking services. Therefore, research hypotheses were approved, indicating the effect of media on the diversity and quality of service through providing information to the public. Conclusion Media management in organizations is not confined to advertising purposes to influence customers and increase sales. Instead, management and planning are implemented in order to make optimal use of educational functions, provision of information, and media monitoring functions. It is sought by targeting local audiences based on IMC approach to influence the quality and variety of services. Organizations can employ organizational media (organizational publications, websites, brochures, etc.), mass media (press, radio and television, etc.), and advertising media (environmental advertising, press advertising, radio and television advertising, as well as Internet advertising) to influence audiences both inside and outside the organization. As a result, we should conclude that intra-organizational and external media can have significant impact on the diversity and quality of banking services by means of purposeful reflection on the people’s problems, demands, and opinions concerning banking interactions, reflection on the activities and services of other domestic and foreign banks, reflection on the cybercrime and hacking, as well as reflection on educational and scientific articles in the field of banking services.

New product and service introductions require careful joint planning of production and marketing campaigns. Consequently, they typically utilize multiple information channels to stimulate customer awareness and resultant word‐of‐mouth (WOM), availing of standard budget allocation tools. By contrast, when enacting strategic allocation decisions—which must align with other management imperatives—dividing expenditures across channels is far more complex. To this end, we formulate a multichannel demand model for new products (or services), amenable to analysis of inter‐ and intrachannel interaction patterns and with the WOM process, without building such interactions directly into the modeling framework. To address the notorious complexity of media planning over time, we propose a novel decomposition of the multichannel dynamic programming problem into two distinct "tiers": the strategic tier addresses how to allocate total expenditure across channels, while the tactical tier studies how to allocate the channel‐specific budgets (determined in the strategic tier) over time periods. This decomposition enables optimal media strategies to sidestep the curse of dimensionality and renders the model pragmatically estimable. Strategic tier analysis suggests a variety of novel insights, primarily that funds should not be allocated based on (relative) channel effectiveness alone but also systematically aligned with WOM generation. Specifically, each channel can face a "chasm‐crossing" threshold, abruptly transitioning the adoption process from lead‐users to mass‐market penetration. Moreover, the model provides actionable managerial insights into when, and which, channel interactions are synergistic versus substitutive. Specifically, a channel's interactions are governed primarily by its own "leverage" (potential demand impact) and the WOM‐based demand "momentum" (market penetration) it can generate, affording a novel basis for channel typography and firm action. The modeling framework is illustrated by examining camera sales for two media channels (free‐standing inserts and radio) and their effects over 28 months. We use Bayesian machinery to estimate a highly flexible diffusion‐based model, along with forecasts, media plans, and both theoretical and empirically‐based qualitative insights. [ABSTRACT FROM AUTHOR]

Abstract Background Healthcare establishments portray themselves to their patient populations using many communicative mechanisms. Perhaps the first avenues that come to mind are the outward conveyances of the marketing communications mix, including advertising, personal selling, sales promotion, public relations, and direct marketing. But other prominent communicators also exist, including the people employed by healthcare institutions, the places in which services are delivered, and the brands that represent given establishments. This wide variety of communicative mechanisms is somewhat of a mixed blessing, affording myriad options, but also necessitating extra care and attention in developing associated marketing communications. Discussion Now more than ever, health and medical establishments have at their disposal communications options capable of addressing most any conveyance want or need. The marketing communications mix, once somewhat limited due to industry tradition, is now fully accessible and widely used in the health services industry, providing immense opportunities to connect with patients. Options for signage, building designs, servicescape amenities, employee uniforms, and the like also are teeming, providing myriad avenues for making positive impressions. But burgeoning options while beneficial also intensify obligations for ensuring that marketing communications are properly integrated, with this particular article describing this imperative need and its implications for communicative success in the healthcare industry. Conclusions By integrating marketing communications, health and medical providers are able to create synergies between and among selected conveyance mechanisms, amplifying performance and increasing the likelihood of reaching communicative goals. Achieving such cohesion requires devoted planning in an effort to coordinate verbal and visual manifestations to express desired imagery and appeals to target audiences. As extensive benefits are derived from integrated marketing communications, healthcare establishments should consider associated pursuits to be a strategic priority.

The article explores the main elements of preparation, construction and carrying out presentation events as a constituent part of the integrated marketing communications. The latter actively help to promote commodity items to market, expand the brand recognition and form a brand. The main aspects in the application of marketing integrated communications are modernity of technology, non-standard perception and thinking, innovative technologies, creativity, etc. Marketing presentations are characterized as one of the methods of the integrated marketing communications, which aim to create brand recognition among the potential buyers (representing the characteristics and advantages of products, creating demand and stimulating sales). The marketing presentations have: structure (algorithm of carrying out presentation events, important stages); object (goods, service, brand, representation of strategy, of information, etc.); subject (representative of the organization, speaker); means (the use of modern technologies, means of presentation of information, provision of free samples, etc.). The uniqueness of this article is the content of the description of prospective elements used in the construction of marketing presentations, as well as the description of the typical errors that occur in the development and testing of a presentation scenario, the envision and elimination of which allows to achieve faster efficiency of the carried out activities.

In the development of an effective advertising organization, the chosen promotion concept plays an important role. The article proposes the development of concepts and the evolution of the concept of integrated marketing communications. Trends in the development of integrated marketing communications in the mussel space globalization model are proposed and substantiated. [ABSTRACT FROM AUTHOR]

Extended Abstract Abstract Optimal customer relationship management includes all marketing activities designed to establish, develop, maintain, and maintain a successful relationship with target customers. To achieve this goal, companies are trying to integrate marketing activities so they can communicate best with customers. The purpose of this research was to investigate the effect of integrated marketing communications (IMC) on customer relationship management (CRM). The statistical population consists of managers and experts of private bank’s (Ayandeh, Pasatgard, Parsiyan, and Saman) in Zahedan city which number was 120 people.that according Krejcie and Morgan table, 95 individuals were selected by simple random sampling as statistical sample. The data collection method was cross-sectional. Data collection doing with standard questionnaires. Reliability and validity of research confirmed. The data analysis method was structural equation modeling (SEM) with smart PLS3 software and result of research show that integrated marketing communications effect on customer relationship management, and the dimensions of integrated marketing communications (public relations, advertising, personal sales, direct marketing, sales promotion, internet marketing) have positive and significant impact on customer relationship management. Introduction Customer relationship management (CRM) is a sustained, planned interaction with customers to assess their needs through technology platforms. It includes using technology to ensure customer satisfaction and to organize organizational responses to sale, marketing and customer services. CRM is a customer-oriented service responding relied on personal relationships with customers to improve customer satisfaction and to maximize profit, identify profitable customers, and to deliver the highest services. Customer relationship management is an extended approach to understand and influence customer behavior through a meaningful (significant) relationship for customer enhancement, customer retention, loyalty, and customer profitability. CRM can be seen as a person-to-person marketing program and relation-oriented marketing meeting customer individual needs based on what he/she says and what he/she wants. This is a management approach allowing organizations to identify, attract, and to maintain profitable customers using customer relationship management and recognizing significant strategic customers (Osunde, 2014). Integrated marketing communication is of effective factors of optimal implementation of customer relationship management. Several studies indicate that organizations enjoying a proper level of integration in their marketing communication activities may well utilize the investment on the constituents, and derive a strong competitive advantage (Luxton, Reid and Mavondo, 2015). On the other hand, transmitting inconsistent messages of marketing communication elements, in most national firms, to audiences indicates that most organizations including service industry and in particular, banks have ignored integrated marketing communication; further, it also reveals that Iranian executives lack sufficient knowledge of how to implement integrated marketing communication. Even worse, significance of this concept has been lost among their marketing communication activities (Amirshahi et al, 2011). Materials and Methods This is an applied research in term of purpose, and a descriptive-correlational survey with SEM approach. Research statistical population included all private single-branch banks in Zahedan including Ayande Bank, Pasargad Bank, Parsiyan Bank, and Saman Bank. Research samples were 95 individuals selected through census method. A questionnaire was distributed among research samples. Research data were collected through library and field studies. In the library study, the scholar used documents, books, articles, journals, theses, database, and web-based studies for data collection, literature review, and research theoretical backgrounds. For the field study, the scholar used a questionnaire to collect field data. Research variables were measured through a standard questionnaire of Luxton et al (2015), Muhanji (2015), and Chen (2012). Research instrument reliability and validity were verified using factor analysis method, composite reliability, and Cronbach’s Alpha. The results revealed the research instrument validity. Research data were analyzed through descriptive statistics including sample demographics using Measures of Central Tendency (mean, median, and mode) and coefficient of dispersion (standard deviation, variance, and range), and inferential statistics. The questionnaire reliability was verified through Cronbach’s Alpha; kmo test was also used to determine the sample adequacy. Research hypotheses were also analyzed using structural equation modeling method through SMART PLS. Discussion and conclusion Results of the research hypothesis indicating “integrated marketing communication and its components have a significant effect on optimal customer relationship management” demonstrated that the effect of integrated marketing communication variable on CRM is 4.767, which is significant (>0.05). It shows that the effect of independent variable on dependent variable is significant. The impact factor equals 0.587 exhibiting the positive effect of integrated marketing communication on the optimal CRM in private banks. In other words, an increase in the independent variable may improve the dependent variable as 0.587. Research findings are consistent with Amirshahi et al (2012) studying integrated communication status, Rahmatnezhad et al (2015), Muhanji et al (2016), as well as Jimouta and Wamboo (2016). Respecting the public relations contribution to the optimal customer relationship management, it can be expressed that public relations is part of management task- a constant and planned effort, and a process by means of which individuals and firms strive to attain the responsiveness and support of those they are dealing with now and in the future. Public relations try to create a sustained mutual understanding and mutual benefit through identifying the needs of customers, shareholders, stakeholders, and buyers, and through classifying and transferring their demands to the management. In addition, it can also be stated that advertisement has a positive effect on the optimal CRM. Moreover, direct marketing including finding, communication, suggestion, and availability of encouraging data to the consumers may also influence optimal customer relationship management. The findings are reasonable as private banks may better communicate with customers by direct relationships through emails, in person, phone calls, etc. Furthermore, the results also demonstrated that personal selling, promotion, and digital marketing influence optimal CRM, too. Banks may transmit the effective use of negotiation techniques by offering specialized direct sale courses for line staff; and may encourage customers to use digital platforms through some bonuses for digital banking users and establishing customer clubs, and can also activate e-CRM.

Companies that are able to communicate their marketing will have an impact on brand equity improvement. This study aims to examine the influence of Integrated Marketing Communications (IMC) which consists of advertising, personal selling, sales promotion, public relations and publicity, direct marketing, instructional materials and corporate design to the brand equity of Gojek Yogyakarta. The sample of this study amounted 150 respondents who are Go-Ride customers who already know IMC Gojek. The analysis technique used is multiple linear regression. The results showed that IMC influence brand equity, and partially variable of advertising, sales promotion, and corporate design having significant positive effect to brand equity. Based on the results of this study, Gojek Yogyakarta needs to increase the promotion of ideas to change attitudes and consumer behavior, increase the value of the product so as to achieve certain marketing goals, and strengthen the picture of service outlet or corporate identity for the message received by consumers through effective marketing communication channel mix.

This paper will give theoretical and practical approaches to media communications in sport organizations. The first part of the paper presents theoretical aspects of media communications in sport organizations in history, by leading authors in the field of sport management. Modern sport communications range from traditional forms of experiences to an integrated, holistic approach, which includes information technology platforms, modern presentations of sport events, interactive discussion with audiences, by using social media. The second part of the paper will present theoretical aspects of sport journalism in the era of modern media communications. It is emphasised that all aspects of media communications have an impact on the leading of sport organizations and events. This paper emphasises that the new generation of sport audiences need integrated, modern approaches, based on both traditional and modern media communications, as well as a new approach to sport journalism.

Serbian cultural institutions, including foundations and museums, are faced with various ongoing challenges. One of them is an increasing lack of interest in cultural events by cultural consumers. Each year, there is a significant decline in the number of cultural consumers interested in cultural and historical exhibitions and displays. The number of museum visitations in Central and Western Serbia has dropped more than 200.000 in just two years. The aim of this study is to find an answer to the following question: Can the digitization of material culture, supported by new technologies, lead to the development of cultural tourism? Over the past few years, many museums have started the process of digitizing their tangible and intangible cultural heritage. However, the number of visitations will not be increased solely by digitization. It is necessary to combine some digital tools with new technologies, and duly implement them in the marketing strategies of cultural institutions. The main challenge is the fact most people are not properly informed about the possibilities of the digitization application. This research shows that young people express some level of interest. However, the problem with young people is the fact they have limited knowledge about culture and history, especially when it comes to their own region. Some of the digital applications that can be used to increase people’s interest in cultural institutions are: virtual tours, augmented reality, video games, and storytelling. To increase the number of visitors, new technologies should be properly implemented into the marketing strategies as an instrument of integrated marketing communications.

The development and trends of the 21st century have significantly influenced marketing and marketing communications of companies. Both marketing and marketing communications are undergoing significant changes, especially depending on the overall development of the economy, market and consumer and the changing strategic goals of companies. Successful companies must adapt to the market, clearly formulate their goals and visions for the future, approach brand building through innovation, imaginative and effective communication, find a way to differentiate them from the competition, ie seek the uniqueness of the offer. These approaches are called "Radical Marketing" or "Reengineering". As a result of the above changes and shifts, we are encountering new trends in 21st century marketing communications, which are also changing consumer behavior and vice versa. Consumer behavior and decision-making is greatly influenced by modern forms of marketing communications. In 2020 came COVID-19 and the global pandemic. The global economy, businesses, the market and the consumer have found themselves in a whole new reality. The reality that has come is and will be. The following months and years will show how reversible or irreversible the current situation is. The aim of the paper is a comprehensive view of current strategies of companies and consumer behavior, the definition of their key changes caused by COVID-19 and outlines the current form of marketing communications and its tools. [ABSTRACT FROM AUTHOR]

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In the development of the Integrated Marketing Communications (IMC), in these more than 30 years of evolution, multiple studies have been developed to understand the concept, its dimensions as well as the implication for consumers and companies. In this article we review the concept of the IMC taking a theoretical perspective and delve into each of its components. To complete the theoretical review, we analyze the dimensions that make up the IMC. One of the aspects that has received poor attention by the literature has been the involvement of consumers and how companies have adapted their marketing structures to this new concept. In this paper we look into the structure of the Coca-Cola company in Spain and how it has modified its working patterns to adapt to an IMC model, where the marketing manager himself is in charge of the IMC management. The marketing department has changed the structure, the methodology and the way of integrating internally and with the marketing providers to adapt to a strategy totally based on the IMC principles.

The challenges of post-industrial economy and the reduction of public funding of universities in the 1960s was painful for the American academic community, as for their Russian counterparts today. It is particularly important to study the successful experience in the context of higher education reform. The article presents the results of design study advertising education the United States in connection with a change in the socio-cultural environment.

Commercial propaganda has a long history, it has been used for different purposes and for different goals, but its implementation has always achieved good results in influencing the target audience. Commercial propaganda is the "most visible" marketing activity of the company. In today's market economy, a strategic approach to planning commercial propaganda as an instrument of the promotional mix is necessary. When planning propaganda activities, the starting point is to analyze the environment in which the company performs its business activity and the potential of the company, i.e. capabilities and limitations. Based on that analysis, it is possible to define the real goals of the company and therefore the marketing goals. The aim of this paper is to point out the importance of planning in commercial propaganda, which is manifested primarily in the elimination of spontaneity and influences the control of promotional activities.

The article is aimed at defining the principles of formation and development of the complex of international marketing communications of enterprise in the B2B market on the basis of integrated approach. According to results of the carried out research it is determined that the main principles of international integrated marketing communications of an enterprise in the B2B market are: inclusion in the communication model of the stage of reasoned choice and gradual replacement of classical means of marketing communications by the communications in the Internet sphere, formation of correspondence between communicative effects of international marketing communications and the stages of sequential behavior on the part of the consumer-mediator. Introduction of the identified principles in the process of formation of the integrated marketing communications complex allows to define both conceptual and situational components of the complex in order to achieve maximization of the integrated effect.

The basis of marketing concept refers to the fact that companies exist in order to satisfy consumers’ needs. In order to achieve its objectives and be successful, a company needs tobe aware of its customers’ wishes and preferences, so that it should gather information that could be obtained through market research. Regardless of the business they are included and performing in, the marketing managers are faced with the need to make decisions constantly, i.e. solve certain problems every day. The quality of the decision mainly depends on the quality of information they have in the moment of decision. The main objective of marketing research is to provide relevant information, increase of success and decrease of risk in company’s working and making right marketing decisions on the basis of gathered marketing information. In order to achieve certain sales level, each company should choose promotional activities by means of which it will achieve the desired effect in the most efficient way.The research study is focused onmanager’s attitude towards the utilization of marketing comunication. The objective of the research is to show the significance of marketing research in modern working conditions not only of companies in general, but of companies in milk processing industry in the Republic of Macedonia as well, because it provides significant information for the market, consumers’ needs, wishes and requests, the demand for certain type of products, influence of prices on the consumers’ decision for buying milk and dairy products, etc. Also, the objective of the research is to study the way in which promotion as part of marketing mix affects consumers’ decision making for buying certain product and significance of promotion as a factor of sales volume increase; it aims at increasing the company’s profit, as well as it takes into consideration theeffects of application of the promotional activities and improvement of competitive advantage of companies in milk industry.

Abstract: This study aims to identify the activities of Integrated Marketing Communications Mom Milk in maintaining marketing activities and consumer interest. Then the strategy could be an alternative strategy for the other businesses in the face of the ASEAN Economic Community. The basic method used in this research is descriptive qualitative method. The location of this study purposively taking case study in Mom Milk considering that Mom Milk is milk bar businesses that are already using some of the activities of integrated marketing communications. Sources of data in this study is a resource, and field observations. Researchers collected data were interviews, records and documentation. Data analysis techniques in this study using an interactive model that consists of three basic components: data reduction, data presentation, and drawing conclusions with the verification to know each Integrated Marketing Communication activities carried out by Mom Milk. The results showed that the marketing communication activities conducted by Mom Milk is linked activities and support each other to inform Mom Milk to consumers. Each activity has functionality ranging from building awareness through radio advertising and magazine advertising, advertising to persuade consumers via the Internet and social media, and to maintain customer loyalty through the provision of incentives andprom otion to its customers. Barriers faced by Mom Milk is the number of competitorsand people's lifestyles are highly volatile change. However, through creativity and innovation Milk Mom both of products and marketing styles, Mom Milk was never afraid to face it. Abstrak: Penelitian ini bertujuan untuk mengindentifikasi kegiatan Integrated Marketing Communications kedai Susu Mom Milk dalam mempertahankan kegiatan pemasaran dan menarik minat konsumen. Kemudian strategi tersebut bisa menjadi alternatif strategi bagi pelaku usaha lain dalam menghadapi ASEAN Economic Community.Metode dasar yang digunakan dalam penelitian ini adalah metode deskriptif kualitatif. Lokasi penelitian ini secara purposive mengambil studi kasus di Mom Milk dengan pertimbangan bahwa Mom Milk merupakan usaha kedai susu yang sudah menggunakan beberapa kegiatan komunikasi pemasaran terpadu. Sumber data pada penelitian ini adalah narasumber, dan observasi lapangan. Peneliti mengumpulkan data menggunakan teknik wawancara, pencatatan, dan dokumentasi. Teknik analisis data dalam penelitian ini menggunakan model analisis interaktif yang terdiri dari 3 komponen pokok yaitu reduksi data, sajian data, dan penarikan simpulan dengan verifikasinya untuk mengetahui masing-masing kegiatan Integrated Marketing Communication yang dilakukan oleh Mom Milk.Hasil penelitian menunjukkan bahwa kegiatan komunikasi pemasaran yang dilakukan oleh Mom Milk merupakan kegiatan yang saling berhubungan dan saling mendukung untuk menginformasikan Mom Milk kepada para konsumen. Setiap kegiatan memiliki fungsi mulai dari membangun kesadaran melalui iklan radio dan iklan majalah, membujuk konsumen melalui periklanan internet dan media social, dan untuk menjaga loyalitas konsumen melalui pemberian insentif dan promosi kepada para konsumennya. Hambatan yang dihadapi oleh Mom Milk adalah banyaknya pesaing dan gaya hidup masyarakat yang sangat mudah berubah ubah. Namun melalui kreatifitas dan inovasi Mom Milk baik itu dari produk maupun gaya pemasaran, Mom Milk tidak pernah takut untuk menghadapinya.

IMC include technology of marketing, advertising, public relations. Combination of all marketing communications tools on the basis of common business goals of the organization aids to reduce the budget and increase the cost-effectiveness of product promotion. The article concerns IMC basic principles, the significance of elaboration asingle communication concept. The article deals with advantages of integrated marketing communications as a tool of interaction with consumers. The author analyzes the possibility of applying for education various types of advertising, marketing tools, events and PR-activities. The article offers original ideas for advertising clips, open days, personal communications.

In its activity consulting companies when choosing a service promotion tool are guided by the principles and features of specific characteristics of both services in general and consulting services. It requires consulting companies to develop a single systemic multichannel communication aimed at establishing two-way long-term contact with the target market integrated marketing communications.The main tools of integrated marketing communications: advertising, public relations, sales promotion and direct marketing - has been analyzed in detail. The problems are shown, the solution of which is directed to use each instrument of integrated marketing communications, as well as the possibilities of their use depending on the type of the market, the type of goods and services, the characteristics of consumer behavior, the market situation

The marketing and sales functions in many firms are often at odds despite their common goal of increasing revenue and profit. The finger pointing goes both ways: Marketing complains of poor lead follow-up by sales, and in turn, sales grumbles about the quality of leads generated by marketing. This disconnect can be damaging; high lead volumes generated through effective marketing campaigns could actually hurt downstream sales because of wasted effort on poorly qualified leads and/or delays in sales follow-up resulting from limited sales force capacity. To examine the revenue and profit implications of coordinated communications efforts at the marketing–sales interface, the authors develop a three-stage model that captures the effects of sequential marketing/sales communications on lead generation, appointment conversion, and sales closure. The results, which are based on a collaborative effort with a large home improvement retailer, suggest a complex interplay among marketing efforts (multiple media that generate leads), delays in follow-up (time lag between inquiry and sales force contact), and sales efficiencies (appointment and sales conversion). The findings underscore the impact of multimedia spending on the timing and effectiveness of subsequent communications, implying that improved internal collaboration between marketing and sales can offer significant upside potential for the firm. Finally, the authors develop a managerial decision support tool to simulate the impact of varying communications budgets, timing, and allocation on the marketing and sales planning system. [ABSTRACT FROM AUTHOR]

Marketers often use verbal claims to highlight brand benefits in marketing communication campaigns. However, spokescharacters may also be incorporated into campaigns and are often featured both in advertisements and on product packages. The authors use three studies to examine various integrated marketing communications (IMC) strategic combinations, including the effects related to the use of spokescharacters versus verbal attributes; advertisement–package coordination; character relevancy; and the presence of new, favorable brand information that may compete for cognitive resources on packages. Based on conceptual rationales drawn from encoding specificity, network associations, and the elaboration likelihood model, the findings offer empirical evidence that pertains to the potential benefits of including spokescharacters in IMC campaigns. Specifically, the use of spokescharacters results in more favorable brand attitudes, even when brand attribute recall is affected adversely by deviations from the primary message conveyed in the IMC campaigns. The authors offer some implications of these and other findings for marketers attempting to affect consumer evaluations favorably with spokescharacters in IMC campaigns. [ABSTRACT FROM AUTHOR]

Integrated marketing communications (IMC) present a concept in which various instruments of promotion and media are combined into a consistent message, in order to achieve their synergetic effects observed through better communication and economic indicators. The aim of this paper is to explore the differences in the economic effects of integrated market communications between consumer segments defined on the basis of the number of integrated marketing communications' instruments related to a particular product to which influences consumers are exposed as well as on the perception of a unique promotional message from all these instruments. The research was related to consumption of chocolate, coffee and bottled water in Serbia and included the total of 1000 respondents. The results generally show that consumers who are exposed to the integrated marketing communications in relation to a particular food product spend more on buying it and buy it more often.

Personal brand and branding of people is a relatively new concept in the field of branding. A distinctive and positive image of a particular personal brand can represent significant leverage for successful positioning of new products on the market. The aim of this paper is to describe how to build and develop a personal brand and how to maintain and operate the integrated marketing communication.

In endeavoring to create an objective image of the social media ecosystem as it is today, the author felt it was absolutely essential to discover and analyze the perspective of international experts, the ones who represent the spearhead in social media evolution and its future trends, this also being an essential step in crafting a “portrait" of the role, importance, typologies and strategies specific to social media instruments. The present analysis, based on an exploratory qualitative research investigating the perceptions of international experts on the role, importance and specific ways in which social media instruments are currently used globally, the main future developments and the ways companies can harness their full potential, not only generates useful information for Romanian companies and valuable examples of good practices, but it can also become a guide for social media investment efforts on the Romanian market, while also being an irrefutable proof of the importance of this topic for companies and managers which are still skeptical about this. The article comprises a summary of relevant research related to social media marketing, the description and analysis of the research methodology and the main outcomes, followed by limitations and conclusions.