ASSESSING THE EFFECTIVENESS OF INTEGRATED MARKETING COMMUNICATIONS IN REGIONAL ECONOMIC DEVELOPMENT: EVIDENCE FROM UZBEKISTAN'S REGIONS

The article substantiates the author's approach to assessing the effectiveness of integrated marketing communications (IMC) tools in regional economic development. The aim is to calculate communication activity (K) and outcome (N) sub-indices for the regions of Uzbekistan using official statistics and to examine the relationship between them. Panel data for 2010–2025, min–max normalisation, and entropy weights are employed. The analysis reveals a significant increase in interregional disparities after 2016, with the coefficient of variation of gross regional product (GRP) per capita rising from 39.8% to 79.2%. At the same time, the relationship between communication activity and outcomes becomes statistically less robust when Tashkent city is excluded from the analysis. The scientific novelty lies in the proposed K–I–N indicator system for assessing regional IMC and the "activity–outcome" typology of regions. Priority areas for developing marketing communications in the Bukhara region are substantiated.