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Market-back approach to the design of integrated communications programs: A change in paradigm and a focus on determinants of success

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  • Stewart, David W.

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  • Stewart, David W., 1996. "Market-back approach to the design of integrated communications programs: A change in paradigm and a focus on determinants of success," Journal of Business Research, Elsevier, vol. 37(3), pages 147-153, November.
    • Handle: RePEc:eee:jbrese:v:37:y:1996:i:3:p:147-153
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    Cited by:

    1. Shakeel ul Rehman & Rafia Gulzar & Wajeeha Aslam, 2022. "Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach," SAGE Open, , vol. 12(2), pages 21582440221, May.
    2. Muhammed S. Alnsour, 2018. "Online relationship marketing for banks in face-to-face economies," Journal of Marketing Analytics, Palgrave Macmillan, vol. 6(3), pages 105-116, September.
    3. Hisham Ibrahim & Alfredo Moscardini & Aiman Ragab, 2014. "Toward a Viable Integrated Marketing Communications in Egypt," Proceedings of International Academic Conferences 0903026, International Institute of Social and Economic Sciences.

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