Integrated marketing communication, synergy: a systematic literature review
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F25%3AA0000568" target="_blank" >RIV/47813059:19520/25:A0000568 - isvavai.cz</a>
Result on the web
<a href="https://scb.euba.sk/archiv_scb/scb0225_vfinal.pdf" target="_blank" >https://scb.euba.sk/archiv_scb/scb0225_vfinal.pdf</a>
DOI - Digital Object Identifier
—
Alternative languages
Result language
angličtina
Original language name
Integrated marketing communication, synergy: a systematic literature review
Original language description
The rapid development of digital technologies and the fragmentation of the media landscape have significantly changed how companies communicate with customers. Integrated Mar- keting Communication (IMC) is essential for coordinating various communication channels to deliver consistent and efficient messages. This paper presents a systematic literature review of the synergistic effects of IMC, identifying key strategies and factors influencing their effectiveness. The study applies the Systematic Literature Review (SLR) methodology, analyzing research from 2000 to 2024 from databases such as Web of Science, Scopus, and Google Scholar. The findings reveal three primary integration strategies: omnichannel, cross-channel, and multichannel, each offering different levels of integration and customer experience optimization. The study emphasizes the importance of technological readiness, data quality, and cross-functional collaboration for successful IMC implementation. Practical implications suggest companies should invest in integrated data management to enhance marketing performance. The study also addresses challenges related to data fragmentation, technological barriers, and legal constraints. Recommendations for future research focus on applying IMC in small and medium-sized enterprises.
Czech name
—
Czech description
—
Classification
Type
J<sub>ost</sub> - Miscellaneous article in a specialist periodical
CEP classification
—
OECD FORD branch
50202 - Applied Economics, Econometrics
Result continuities
Project
—
Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2025
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Studia commercialia Bratislavensia
ISSN
1339-3081
e-ISSN
—
Volume of the periodical
18
Issue of the periodical within the volume
63
Country of publishing house
SK - SLOVAKIA
Number of pages
15
Pages from-to
145-159
UT code for WoS article
—
EID of the result in the Scopus database
—