Do adhocracy and market cultures facilitate firm-wide integrated marketing communication (IMC)?
Year of publication: |
2017
|
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Authors: | Porcu, Lucia ; Barrio-García, Salvador del ; Alcántara-Pilar, Juan Miguel ; Crespo-Almendros, Esmeralda |
Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 36.2017, 1, p. 121-141
|
Subject: | integrated marketing communication | IMC | organizational culture | adhocracy culture | market culture | measurement | scale | Marketingmanagement | Marketing management | Unternehmenskultur | Corporate culture | Kultur | Culture | Kommunikation | Communication |
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