Joint analysis of IMC resources: value for sustainable development

Abstract

The article studies issue of the optimal structure of the IMC (integrated marketing communications) budget in order to improve the sustainability of the company's development. Authors propose the original technique for the most optimal resource allocation structure based on the joint analysis procedure. This statistical method considers indicators of relative importance of attributes and related utilities. Particular attention is paid to the issues of assessing the reliability of the joint analysis results, as well as the possibility of their visualization. In addition, the article also considers the technology for visualizing the results and approaches to interpreting the obtained data. The main approaches to assessing the reliability of research data are presented, with special attention to joint analysis criteria.