Integrētās mārketinga komunikācijas attīstīšanas iespējas uzņēmumā.
Date
2022
Authors
Vaits, Jānis
Journal Title
Journal ISSN
Volume Title
Publisher
Latvijas Universitāte
Abstract
Maģistra darba “Integrētās mārketinga komunikācijas attīstīšanas iespējas uzņēmumā” mērķis ir izpētīt IMK izmantošanas pieredzi būvmateriālu veikalos un izstrādāt priekšlikumus SIA “BVP” IMK attīstībai. Darba teorētiskajā daļā tiek apskatīta integrēto mārketinga komunikāciju būtība un nepieciešamība, to ietekme uz patērētāju, kā arī patērētāju uztveres veidošanās specifika. Darba praktiskajā daļā autors pēta integrēto mārketinga komunikāciju nozīmi būvmeteriālu veikalos un to ietekmi uz patērētāju, kā arī analizē mārketinga komunikāciju līdzšinējo izmantošanas pieredzi uzņēmumā SIA “BVP”. Darba rezultātā izdarīti secinājumi par IMK pielietojumu būvmateriālu veikalos un to nozīmi veiksmīgai darbībai. Noteikta IMK loma būvmateriālu veikalu izvēlē un izvirzīti priekšlikumi veiksmīgākai būvmateriālu veikalu darbībai. Darba kopējais apjoms 82 lpp, neskaitot pielikumus. Darbā iekļauti 22 attēli, 7 tabulas un 3 pielikumi.
The aim of the master's thesis "Integrated marketing communication development opportunities in the company" is to propose the experience of using IMC in building material stores and develop proposals for IMC development in company SIA "BVP" The theoretical part of the work deals with the essence and necessity of integrated marketing communications, their impact on the consumer, as well as the specifics of consumer perception. In the practical part of the work, the author studies the importance of integrated marketing communications in building materials stores and their impact on consumers, as well as analyzes the experience of using marketing communications in the company SIA “BVP”. As a result of the work, conclusions have been made about the application of IMK in building material stores and their importance for successful operation. The role of IMK in the selection of building material stores has been determined and proposals for more successful operation of building material stores have been put forward. Thesis consists of 82 pages, not including appendices. The work includes 22 figures, 7 tables and 3 appendices.
The aim of the master's thesis "Integrated marketing communication development opportunities in the company" is to propose the experience of using IMC in building material stores and develop proposals for IMC development in company SIA "BVP" The theoretical part of the work deals with the essence and necessity of integrated marketing communications, their impact on the consumer, as well as the specifics of consumer perception. In the practical part of the work, the author studies the importance of integrated marketing communications in building materials stores and their impact on consumers, as well as analyzes the experience of using marketing communications in the company SIA “BVP”. As a result of the work, conclusions have been made about the application of IMK in building material stores and their importance for successful operation. The role of IMK in the selection of building material stores has been determined and proposals for more successful operation of building material stores have been put forward. Thesis consists of 82 pages, not including appendices. The work includes 22 figures, 7 tables and 3 appendices.
Description
Keywords
Vadībzinātne , mārketings , būvmateriālu veikali , mārketinga komunikācija , integrētā mārketinga komunikācija , patērētāju uztveres veidošanās specifika