Company’s Management Information Systems for Solving the Tasks of Implementing Integrated Marketing Communications in the Conditions of Digitalization of the Economy

The relevance of the article’s problems is determined by the fact that in the digital economy, technical and information capabilities actively stimulate the dynamics of marketing communications development, as well as the transformation of concepts and management strategies in marketing. The purpose of the study is to substantiate proposals for the implementation of the coordinating role of marketing information systems (MIS) when integrating them into corporate information systems (CIS) in order to solve the management task of implementing integrated marketing communications (IMC) in the conditions of digitalization of the economy. Research methods include: analysis of intra-organizational processes in the company, assessment of the marketing environment in which IMC is implemented, factor and strategic analysis, systematization of empirical and factual information, segmentation of the structure of marketing information systems. The results of the article consist of the author's analysis of the prospects for the development of MIS in the conditions of digitalization of the economy and informatization of society with the introduction of IMC. The interpretation of the issue of the introduction of MIS in the framework of intra-organizational events is new. An expanded list of elements of the IMC is proposed, the ideology and features of the functioning of marketing information systems in the implementation of the concept of integrated marketing communications are described. An expanded set of organizational solutions to improve the efficiency of communications using an integrated information system is proposed to optimize the company’s management conditions and achieve a total positive result of the IMC in the digital economy.