INTEGRATED BUSINESS COMMUNICATIONS AS A DIGITAL MANAGEMENT INFRASTRUCTURE OF A MODERN TRADE ORGANIZATION

Abstract

The article investigates the features of business communications transformation in trade organizations under the conditions of rapid economic digitalization and the influence of contemporary challenges, including the high uncertainty of the business environment caused by martial law in Ukraine. It is substantiated that the traditional concept of integrated marketing communications, primarily focused on aligning promotional channels and building customer interactions, requires expansion in modern conditions to the concept of integrated business communications (IBC). This concept encompasses not only marketing but also managerial, corporate, and internal organizational communication processes that ensure the strategic stability of the enterprise. It has been established that a modern trade organization functions as a key communication hub of the supply chain, coordinating information flows between manufacturers, logistics operators, customs intermediaries, and end consumers. It is determined that the communication process ensures the fulfillment of coordination, information-analytical, organizational, and strategic functions. The role of key digital systems is analyzed: customer relationship management systems ensure the concentration of marketing analytics and interaction history; enterprise resource planning systems integrate procurement, inventory, and sales into a single environment; electronic document management acts as a communication infrastructure synchronizing commercial, transport, and customs processes. It is proved that digitalization transforms business communications from a simple exchange of messages into a process of integrating data and managerial actions in real-time. The novelty lies in the development of the author's definition of integrated business communications as a systemic process of coordinating internal and external interactions to form corporate identity and achieve strategic goals. It is proposed to consider business communications not only as an information exchange but as a digital management infrastructure. It is substantiated that the integration of functional areas (marketing, management, logistics) through a unified digital environment allows businesses to rapidly adapt to the risks of martial law. Further research should be directed toward assessing the effectiveness of implementing artificial intelligence tools in the system of integrated business communications to automate decision-making and demand forecasting.