Henninger, Claudia Elisabeth; Alevizou, Panayiota J.; … - In: European Journal of Marketing 51 (2017) 3, pp. 668-691
Purpose This paper aims to analyse the practical applicability of integrated marketing communications (IMC) to micro … examine to what extent micro-organisations apply IMC. Findings The findings suggest that these micro-organisations have a … limited understanding of IMC. Although they utilise various channels, including social media, there is a disconnect between …