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

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  • Amina K. Rakhmanova
  • Madina R. Smykova
  • Gulnara B. Rakhmanova

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.

Suggested Citation

  • Amina K. Rakhmanova & Madina R. Smykova & Gulnara B. Rakhmanova, 2021. "Development of a customised model of integrated marketing communications for the economic well-being of the enterprise," RIVISTA DI STUDI SULLA SOSTENIBILITA', FrancoAngeli Editore, vol. 0(2), pages 141-153.
    • Handle: RePEc:fan:rissri:v:html10.3280/riss2021-002011
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    References listed on IDEAS

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    1. Ana Paula Fonseca & Sandro Carnicelli, 2021. "Corporate Social Responsibility and Sustainability in a Hospitality Family Business," Sustainability, MDPI, vol. 13(13), pages 1-19, June.
    2. repec:srs:journl:jemt:v:8:y:2017:i:4:p:775-783 is not listed on IDEAS
    3. Sergey SKOBKIN & Andrey KOVALTCHUK & Yana BELAVINA & Gleb KALITA, 2017. "The Development of a Business Processes Model for the Quality Management System in the Hotels," Journal of Advanced Research in Management, ASERS Publishing, vol. 8(4), pages 775-783.
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    Cited by:

    1. Kovalchuk Svitlana & Tsurska Bohdana & Nianko Vitalii & Katkova Tetiana & Baran Rostyslav, 2022. "Prospects of the Marketing Communication Development of Trade Enterprises in Current Conditions," Management Theory and Studies for Rural Business and Infrastructure Development, Sciendo, vol. 44(2), pages 201-208, June.

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