INTEGRATION OF MANAGEMENT, MARKETING COMMUNICATIONS AND BRANDING IN THE CONDITIONS OF DIGITAL BUSINESS TRANSFORMATION

Abstract

The article examines the issue of integrating management, marketing communications, and branding under conditions of business digital transformation as one of the defining directions for renewing the modern enterprise management system. It is highlighted that the digital environment significantly changes the mechanisms of market interaction, consumer behavior, the requirements for the speed of managerial decision-making, and approaches to shaping a coherent presence of the enterprise in the communication space. Purpose of the study is to substantiate the theoretical provisions regarding the integrated use of management, marketing communications, and branding in the digital business environment and to determine their role in forming a coherent model of the enterprise’s market interaction. Methodological basis of the study consists of general scientific and special methods, in particular the methods of theoretical generalization, analysis, synthesis, logical modeling, comparison, systematization, and scientific interpretation, which made it possible to comprehensively reveal the interrelation of the categories under study. Finding. It has been established that digital transformation strengthens the interdependence between strategic managerial decisions, communication activity, and the formation of brand value. It has been proven that the effective functioning of an enterprise in the modern environment depends on its ability to combine managerial coordination, analytically driven marketing communications, and consistent branding within a unified logic of development. It is substantiated that the integrated approach contributes to increasing communication consistency, growing trust in the enterprise, strengthening its reputational resilience, and enhancing competitive advantages. Value of the obtained results lies in the possibility of using the formulated provisions in the development of management strategies, communication policy, branding programs, and in improving approaches to the digital adaptation of enterprises. The proposed generalizations may be used by managers, marketers, brand managers, and researchers working on business modernization issues in the context of digital change.