Integrated marketing communication: Example on the selected retailer

Vanda Lieskovská and Katarína Petrovčíková
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Vanda Lieskovská: University of Economics in Bratislava, Košice, Slovak Republic
Katarína Petrovčíková: University of Economics in Bratislava, Košice, Slovak Republic

Marketing Science & Inspirations, 2018, vol. 13, issue 2, 2-12

Abstract: The aim of the submitted paper is to point the attention toward the alternative usage of individual communication tools as a part of integrated marketing communication which is shown on the example of the chosen retailing company COOP Jednota, s. d., Slovakia. This stems from the marketing communication market analysis which should be pre-step to implement integrated marketing communication. The main marketing communication objective of COOP Jednota, s. d. Slovakia is not only to attract the potential customer but also to stay in long-term contact and receive its potential response. In the paper; selected communication activities are presented that are becoming the essential way of interactive dialogue between a company and its customer. The paper is the outcome from the research project VEGA /0376/17.

Keywords: retailing; interactive marketing communication; communication mix tools (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:13:y:2018:i:2:p:2-12

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