Affordable Access

Access to the full text

Integrated Marketing Communication as a Business Management Tool in the Context of Sustainable Development

Authors
  • Šķiltere, Daina
  • Bormane, Santa
Type
Published Article
Journal
Open Economics
Publisher
De Gruyter
Publication Date
Oct 01, 2018
Volume
1
Issue
1
Pages
115–123
Identifiers
DOI: 10.1515/openec-2018-0005
Source
De Gruyter
Keywords
License
Green

Abstract

The problem of nowadays is that consumers lack information on food products, their composition and quality, nutritional value, packaging, its impact on the human health and environment, reuse and recycling possibilities, etc. Integrated marketing communications (IMC) as a business management tool may not only draw the consumers’ attention and incite a purchase, but also provide information and serve as a facilitator of consumers’ knowledge and competence on products, their nutritional value, use and utilisation. The goal of the research is to assess the impact of IMC for sustainability upon demand at Latvian food retail chains and the impact of the use of IMC for sustainability upon sustainable development. The object of the research is Latvian food retail chains, and the subject of the research is the use of IMC for sustainable development. The authors in 2017 surveyed leading specialists from food retail chains. The research confirmed the hypothesis that IMC for sustainability as an innovative business management tool fosters sustainable development. Based on the results of the research, the authors have drawn up a conceptual model of IMC for sustainable business development, and the results of the research are of both theoretical and practical value.

Report this publication

Statistics

Seen <100 times