Интегрированный маркетинг как инструмент повышения конкурентоспособности на рынке [Articol]

Abstract

The relevance of this research lies in the need for companies to adapt to changing consumer preferences in a multichannel environment. Modern market conditions require continuous improvement of marketing strategies. Integrated marketing plays a key role by ensuring consistent brand communication and enhancing overall effectiveness. It helps build a unified brand image, increase trust, and generate synergy across tools. The study is especially relevant in the context of digitalization, which offers new opportunities for behavior analysis, personalized communication, and real-time campaign evaluation.