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№ 1 (2026)
Marketing

Articles

МАРКЕТИНГОВЫЕ КОММУНИКАЦИИ В УПРАВЛЕНИИ МАРКЕТИНГОВОЙ ДЕЯТЕЛЬНОСТЬЮ ПРЕДПРИЯТИЙ ПО ПРОИЗВОДСТВУ СТРОИТЕЛЬНЫХ МАТЕРИАЛОВ

Опубликован 2026-01-31

Авторы
Uzakova Umida Ruziyevna
Организация
Аспирант (DSc) Ташкентского государственного университета путей сообщения
PDF (узбекский) Google Scholar Google Scholar

Аннотация

В данной статье исследуются вопросы эффективного управления маркетинговыми коммуникациями на предприятиях по производству строительных материалов. В рамках исследования проанализирована концепция интегрированных маркетинговых коммуникаций (IMC), а также из учен оптимальный выбор коммуникационных инструментов в B2B -секторе и их синергетический эффект. В методологическом плане использованы методы контент -анализа, сравнительного анализа и интерпретации статистических данных. По результатам исследования разработ аны практические рекомендации по оптимизации маркетинговых коммуникаций в контексте строительной отрасли.

Ключевые слова

маркетинговые коммуникации, строительные материалы, интегрированные маркетинговые коммуникации (IMC), B2B - маркетинг, цифровая трансформация, управление брендом

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