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

Rakhmanova A.K. Smykova M.R. Rakhmanova G.B.
2021 FrancoAngeli

Rivista di Studi sulla Sostenibilita
2021 Issue 2 141 - 153 pp.

In modern marketing theory, marketing communications have adopted a more extended interpretation called customisation. This is the subject of further consideration of integrated marketing communications as a systematic approach to doing 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, ensuring 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 customised model of integrated marketing communications, which can be used by entrepreneurial structures of the restaurant business in the process of forming a complex of marketing communications to ensure the savings of their financial and organisational resources, which lead the economic well-being of the enterprise. Based on the analysis, a formula for a customised model of integrated marketing communications 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 marketing communications can be used to ensure the financial savings and economic well-being of enterprise. Copyright

Brand , Customisation , Information technology , Marketing mix

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Department of Management, Marketing and Logistics, Higher School of Management, Almaty Management University, 227 Rozybakiyev Str., Almaty, 050060, Kazakhstan
Faculty of International Relations, Kazakh Ablai Khan University of International Relations and World Languages, 200 Muratbaev Str., Almaty, 050022, Kazakhstan

Department of Management
Faculty of International Relations

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