Integrated marketing communication, synergy: a systematic literature review

Kód výsledku v 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>

Výsledek na webu

<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

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Jazyk výsledku

angličtina

Název v původním jazyce

Integrated marketing communication, synergy: a systematic literature review

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Integrated marketing communication, synergy: a systematic literature review

Popis výsledku anglicky

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.

Druh

J_ost - Ostatní články v recenzovaných periodicích

CEP obor

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OECD FORD obor

50202 - Applied Economics, Econometrics

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2025

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Studia commercialia Bratislavensia

ISSN

1339-3081

e-ISSN

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Svazek periodika

18

Číslo periodika v rámci svazku

63

Stát vydavatele periodika

SK - Slovenská republika

Počet stran výsledku

15

Strana od-do

145-159

Kód UT WoS článku

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EID výsledku v databázi Scopus

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