Chapter 5 Integrated Marketing Communication in B2B2C Area

This chapter aims to identify integrated marketing communication (IMC) in the context of business to business to consumer (B2B2C) and empirically test a number of hypotheses related to the selected constructs. A model of the IMC was tested in a survey conducted among stakeholders in the selected field. Professionals responsible for communication and branding activities need to evaluate the relative contributions of the IMC in the B2B2C perspective.

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Year of publication:	2020
Authors:	Nankali, Alireza ; Palazzo, Maria ; Jalali, Mohammad ; Foroudi, Pantea ; Amiri, Nader Seyyed ; Salami, Gholam Heydar
Published in:	Beyond Multi-Channel Marketing : Critical Issues in Dual Marketing. - Bingley : Emerald Publishing Limited, ISBN 978-1-83867-685-8. - 2020, p. 79-120
Subject:	Marketingmanagement \| Marketing management

Type of publication:	Article
Language:	English
Other identifiers:	10.1108/978-1-83867-685-820201009 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

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