Measuring integrated marketing communication by taking a broad organisational approach : the firm-wide IMC scale
Lucia Porcu, Salvador Del Barrio-García and Philip J. Kitchen
| 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 | Messung | Performance-Messung | Performance measurement | Kommunikation | Communication |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/EJM-08-2015-0587 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011698272