Using integrated marketing communications (IMC) in business management

Ziyayeva M.M.

GREEN ECONOMY AND DEVELOPMENT, 2025, vol. 3, issue 6

Abstract: The increasing use of social media has forced brands to integrate social media into their marketing communicationchannels, as it has become a necessity of the times, as it determines the overall brand identity, brand image and thecompany's performance in today's marketing competition. This study aims to trace the evolution and development of theconcept of IMC and how it has transformed the approach to marketing communications. The results of the study will serveas a springboard for future research and applications in the field of marketing mix to create a strong foundation for thebrand in the minds of physical and virtual customers.

Keywords: integrated marketing communications (IMC); marketing; product; brand; marketing channels; word of mouth marketing; SEO. (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:teu:ged000:v:3:y:2025:i:6:id:6165

DOI: 10.5281/zenodo.15783595

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