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| Format: | Recurso digital |
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2026
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| Online Access: | https://doi.org/10.5281/zenodo.18370182 |
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| author | Md Emtiaz Ahammed, Prince |
| author_facet | Md Emtiaz Ahammed, Prince |
| contents | <p><em>The study centers on the developing paradigm of IMC and its adoption in the firms of a developing country like Bangladesh; particularly it utilizes branding, advertising, PR and digital integration. In today competitive market when digital channels are saturated, the IMC has been recognized that it is one of strategic approach for communicate consistently in brand style credibly and meaningful. This research focuses on how Bangladeshi organizations, from large multinationals to small and medium-sized enterprises (SMEs) are incorporating IMC with the aim of building brand equity, enhancing customer engagement with their firms', and sustaining long-term competitive performance. Citing sectoral examples telecommunication FMCG banking, e-commerce and social enterprise, the report eludes to underlying challenges, both structural and strategic corporate silos; resource poverty; technological lag; dearth of skills set even media atomization. Meanwhile it highlights significant opportunities being created by digitalization, the explosion in social media usage, data analysis tools and influencer marketing as well as growing consumer interest in ethics and sustainability. The paper also tests the effects of leadership commitment, cross-function integration, cultural congruence and fact-based decision making on IMC success story. In view of the same and basing upon these insights, the present study proposes a different perspective by way of constructing a Strategic IMC Transformation Framework which emphasizes more on long-term brand building than sales short- termism, responsible communication and community engagement (CSR) and adaptive digital strategies for the Bangladeshi context. The findings suggest that the businesses which have appropriateness of branding to advertising and pr in terms of imc fit will develop trust, create emotional connection and generate sustainable growth under emerging business climate in Bangladesh.</em></p> <p><strong><em>Keyword: </em></strong><em>Integrated Marketing Communications; Brand Identity; Advertising and Public Relations; Digital Marketing Transformation; Customer Engagement; Brand Trust; Cultural Branding; Emerging Market Strategy; Bangladesh</em></p> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_18370182 |
| institution | Zenodo |
| language | |
| publishDate | 2026 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | Integrated Marketing Communications in Bangladesh: Strategic Alignment of Branding, Advertising, and Public Relations in a Digitally Transforming Market Md Emtiaz Ahammed, Prince <p><em>The study centers on the developing paradigm of IMC and its adoption in the firms of a developing country like Bangladesh; particularly it utilizes branding, advertising, PR and digital integration. In today competitive market when digital channels are saturated, the IMC has been recognized that it is one of strategic approach for communicate consistently in brand style credibly and meaningful. This research focuses on how Bangladeshi organizations, from large multinationals to small and medium-sized enterprises (SMEs) are incorporating IMC with the aim of building brand equity, enhancing customer engagement with their firms', and sustaining long-term competitive performance. Citing sectoral examples telecommunication FMCG banking, e-commerce and social enterprise, the report eludes to underlying challenges, both structural and strategic corporate silos; resource poverty; technological lag; dearth of skills set even media atomization. Meanwhile it highlights significant opportunities being created by digitalization, the explosion in social media usage, data analysis tools and influencer marketing as well as growing consumer interest in ethics and sustainability. The paper also tests the effects of leadership commitment, cross-function integration, cultural congruence and fact-based decision making on IMC success story. In view of the same and basing upon these insights, the present study proposes a different perspective by way of constructing a Strategic IMC Transformation Framework which emphasizes more on long-term brand building than sales short- termism, responsible communication and community engagement (CSR) and adaptive digital strategies for the Bangladeshi context. The findings suggest that the businesses which have appropriateness of branding to advertising and pr in terms of imc fit will develop trust, create emotional connection and generate sustainable growth under emerging business climate in Bangladesh.</em></p> <p><strong><em>Keyword: </em></strong><em>Integrated Marketing Communications; Brand Identity; Advertising and Public Relations; Digital Marketing Transformation; Customer Engagement; Brand Trust; Cultural Branding; Emerging Market Strategy; Bangladesh</em></p> |
| title | Integrated Marketing Communications in Bangladesh: Strategic Alignment of Branding, Advertising, and Public Relations in a Digitally Transforming Market |
| url | https://doi.org/10.5281/zenodo.18370182 |