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Using integrated marketing communications (IMC) in business management

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  • Ziyayeva M.M.

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.

Suggested Citation

  • Ziyayeva M.M., 2025. "Using integrated marketing communications (IMC) in business management," GREEN ECONOMY AND DEVELOPMENT, "Ma'rifat-Print-Media" LLC, Tashkent State University of Economics, vol. 3(6), June.
    • Handle: RePEc:teu:ged000:v:3:y:2025:i:6:id:6165
    DOI: 10.5281/zenodo.15783595
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