Integrated Marketing Communications that Determine Consumer Behavior Models: Management Implementation Strategies

The prerequisites for the study, the results of which are presented in the article, are that the modern concept of integrated marketing communications (IMC) permeates all stages of market reproduction - from the idea of creating a product to implementation, in order to optimize the formation of communication. The purpose of the study is to conceptually substantiate management strategies for the formation of integrated marketing technologies that predetermine the main models of consumer behaviour. Research methods include analysis of the marketing environment in which the IMC is formed and implemented, factor and strategic analysis, methods of sociological surveys (expert survey), systematization of empirical and factual information in the form of tables, and market segmentation. The results and novelty of the article consist in the author's presentation of the possibilities and prospects for the development of IMC and technologies in the digital environment, building a model of modern communications, substantiating the total positive result of integrating marketing communications, forming a new marketing landscape, including a new direction in marketing, designated as neuromarketing.