INTEGRATED MARKETING COMMUNICATIONS IN "IGGI BARS & KARBONADES" COMPANY AND OPPORTUNITIES FOR ITS IMPROVEMENT

Abstract

In the dynamic foodservice environment, companies like “IGGI bars & karbonades” face the challenge of effectively differentiating themselves from their competitors and meeting the changing demands of their customer. Although the importance of integrated marketing communications is recognized, there are gaps in the understanding of how to strategically use integrated marketing communications to drive business success and customer satisfaction in the food service industry. The author, researching the marketing communication development opportunities of the Rezekne company “IGGI bars & karbonades”, offers an integrated marketing communication plan for one calendar year.