USING MODERN TECHNOLOGY TO IMPROVE MARKETING IN BUSINESS.
DOI:
https://doi.org/10.55640/Keywords:
integrated marketing communications (imc), communication strategy, digital technologies, customer engagement, atl, btl, crm, big data, artificial intelligence (ai), marketing 5.0, business process automation, advertising, public relations, sales promotion, interpersonal communication, organizational methods, legal tools, marketing effectiveness, competitive advantage, digital transformation.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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