Integrated marketing communication effectiveness valuation approaches: bibliometric analysis of recent years
Integrated Marketing Communication (IMC) has emerged as a core element of strategic marketing, particularly in the context of digital transformation and increasing demands for accountability. Despite its centrality in practice, scholarly evaluation of IMC effectiveness remains methodologically dive...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Al-Farabi Kazakh National University
2025-06-01
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| Series: | Хабаршысы. Экономика сериясы |
| Online Access: | https://be.kaznu.kz/index.php/math/article/view/2974 |
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