Integrated Marketing Communication Effectiveness Valuation Tools: A Thirty-Year Bibliometric Analysis

Integrated Marketing Communication Effectiveness Valuation Tools: A Thirty-Year Bibliometric Analysis

In the context of digital transformation and media polarization, companies are increasingly resorting to integrated marketing communications (hereinafter – IMC) in order to ensure brand consistency and improve the effectiveness of communication strategies. This scientific study aims to conduct a bib...

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Bibliographic Details
Main Authors: A. Zh. Orazayev, V. Garkavenko
Format: Article
Language:English
Published: Institute of Economics under the Science Committee of Ministry of Education and Science RK 2025-07-01
Series:Экономика: стратегия и практика
Subjects:
marketing
marketing strategy
integrated marketing communication
bibliometric analysi
brand capital
synergetic modelling
Online Access:https://esp.ieconom.kz/jour/article/view/1600
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