USING MODERN TECHNOLOGY TO IMPROVE MARKETING IN BUSINESS.
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Abstract
This article explores the role of marketing communications in strengthening a company’s competitive position. It highlights the need to combine advertising, public relations, personal selling, and digital tools within a single, integrated system, as outlined by the Integrated Marketing Communications (IMC) approach. It also points out how modern information and communication technologies — such as CRM systems, Big Data, and artificial intelligence — contribute to improving marketing performance. The findings underline the importance of adopting a holistic communication strategy and maintaining continuous growth in the era of digital transformation to ensure business success.
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