Evolution of models of integrated marketing communications in restaurant business

Abstract

The article presents an analysis of theoretical models of integrated marketing
communications and the evolution of their development in the restaurant sector. As a result of the analysis of
models, it was revealed that theorists use diverse approaches depending on classification criteria. Studying
the models showed that at the first stage, emphasis was placed on the formation of a categorical apparatus,
the second stage is related to the division of marketing communications into internal and external. The
consolidation of opinions revealed that at the third stage models are being developed that note the need
to integrate communications with all interested parties. Based on the analysis of integrated marketing
communications models and determining their key trends and features, a number of private models have
been formed that show the stages of their development. Despite the wide range of proposed models, it
remains important and necessary to interconnect all communications and combine them with a single goal
or common values.