Managerial and organizational perspectives on online-offline integration within integrated marketing communication : toward a holistic conceptual framework
Maria Vernuccio, Ludovica Cesareo, Alberto Pastore and Philip J. Kitchen
| Year of publication: |
2022
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|---|---|
| Authors: | Vernuccio, Maria ; Cesareo, Ludovica ; Pastore, Alberto ; Kitchen, Philip J. |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 41.2022, 3, p. 519-540
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| Subject: | Digital revolution | exploratory factor analysis | integrated marketing communication | managerial and organizational issues | non-hierarchical cluster analysis | online and offline integration |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2021.1897432 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013209360