Relationship Between Integrated Marketing Capability on Sales and Brand Performance: Moderation Roles of IMC Performance
Due to in the fierce competition in the fast moving consumers good (FMCG) industry and lack of growing demand in recent years in this industry, firms are now looking for more efficient and effective ways of creating value for their brands. In this regard, integrated marketing communication (IMC) is...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
UUM Press
2020-02-01
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| Series: | Malaysian Management Journal |
| Online Access: | https://www.scienceopen.com/document?vid=f55736e5-54d7-4e1e-a2f3-a5bad0c40149 |