Effects of top management involvement in integrated marketing communications
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References listed on IDEAS
- Swain, William N., 2004. "Perceptions of IMC after a Decade of Development: Who's at the Wheel, and How Can We Measure Success?," Journal of Advertising Research, Cambridge University Press, vol. 44(1), pages 46-65, March.
- Gould, Stephen J., 2004. "IMC as Theory and as a Poststructural Set of Practices and Discourses: A Continuously Evolving Paradigm Shift," Journal of Advertising Research, Cambridge University Press, vol. 44(1), pages 66-70, March.
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Keywords
Integrated marketing communications; IMC; management; degree of IMC; marketing communications;All these keywords.
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