Přehled o publikaci

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.