ECONOMIC EFFICIENCY OF IMPLEMENTING INTEGRATED MARKETING COMMUNICATIONS IN ENTERING NEW MARKETS IN UZBEKISTAN
DOI:
https://doi.org/10.5281/zenodo.18583571Keywords:
integrated marketing communications, IMC, export marketing, entering new markets, marketing efficiency, digital marketing, profitability of marketing investments, synergy effectAbstract
This article analyzes the economic efficiency of implementing an integrated marketing communications (IMC)
system in the process of Uzbek enterprises entering new foreign markets. Under conditions of global digitalization and
changing consumer behavior, traditional promotional methods are not sufficient to ensure sustainable growth in exports.
At the same time, in national research, empirically grounded approaches for evaluating IMC elements as a unified system,
taking into account the synergy effect, and determining the economic efficiency associated with export outcomes are still
relatively rare.
In the study, based on dynamic economic modeling and analysis of economic indicators, the relationship between the
IMC index and the financial performance of enterprises was assessed. In addition, the level of IMC implementation and
return indicators were compared across sectors. The results showed that marketing activity has a positive effect on export
volume: when the marketing index increases by 1 point, exports increase on average by 2.34 percent. It was proven that
full implementation of the IMC system can increase the profitability of marketing investments by 46.7 percent. At the same
time, it was noted that the maximum impact of marketing expenditures may appear with a delay of 1 to 2 years.
The results indicate the necessity for enterprises to implement IMC step by step, reconsider the marketing budget, and
increase the share of digital channels. At the level of state policy, training marketing personnel and supporting digital
communication infrastructure serve to strengthen export potential.
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