Integrated marketing management model for improving business and market performance of contemporary enterprises

Abstract

Marketing management in contemporary enterprises requires the integration of multiple functions in order to achieve sustainable competitive advantage in a digitally transformed business environment. This paper proposes an integrated marketing management model that combines brand management, content marketing, an omnichannel approach, customer orientation, and a flexible marketing strategy, linking these dimensions with key performance indicators (KPIs). The proposed framework emphasizes the role of digital tools and analytics in optimizing marketing activities and supporting data-driven decision-making. By systematically connecting strategic and operational marketing dimensions with measurable business and market outcomes, the model provides both a theoretically grounded and practically applicable guide for managers. The study contributes to a deeper understanding of integrated marketing management and establishes a foundation for future empirical research, particularly in industrial and B2B contexts.