Measuring integrated marketing communication by taking a broad organisational approach : the firm-wide IMC scale
Year of publication: |
2017
|
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Authors: | Porcu, Lucia ; Barrio-García, Salvador del ; Kitchen, Philip J. |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 51.2017, 3, p. 692-718
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Subject: | Reliability | Scale development | Integrated marketing communication | Validation | Measurement | Firm-wide IMC | Marketingmanagement | Marketing management | Kommunikation | Communication | USA | United States |
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