Impact of Information Communication Technology in Implementation of Integrated Marketing Communication at Fast Food Outlet
Information and Communication Technology in 21st century is an ancillary tool for several aspects in business area. Most company of fast food industry in developing countries regards this kind of Technology as a cost and tries to reduce their use. In fast food industry, marketing is one of the important parts to propagate information products sold by the company; this information must be able to reach these consumers and the corresponding target desired by the company. Integrated Marketing Communication can be use for fast food industry to increase brand awareness, customer satisfaction, greater profitability, and increase the sale. This paper discusses how to use Information and Communication Technology with limited cost as a tools for company in fast food industry to ancillary their Integrated Marketing Communication process to increase sales and profit. The methodology used by this paper are using literature for gather preliminary information and using limited data from fast food company that runs limited Integrated Marketing Communication process. The result of this limited study is company can run Integrated Marketing Program using limited cost in Information and Communication Technology, and Fast Food Company can differentiate marketing program within company outlets. Using web analysis, this paper can be use for deeper research in implementation Low Cost Information and Communication Technology in fast food industry, especially as an ancillary tools for run more accurately Integrated Marketing Communication program within outlets in company.
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Document Type: Research Article
Publication date: April 1, 2015
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