How Integrated Marketing Communications (IMC) works? A theoretical review and an analysis of its main drivers and effects
Since the mid-1990’s, the concept of Integrated Marketing Communications (IMC) has come to the fore and attracted considerable attention in the literature. The main purpose of this paper is twofold: (1) to explore IMC by delimitating its conceptual boundaries and identifying its main dimensions and...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad de Navarra
2012-01-01
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| Series: | Communication & Society (Formerly Comunicación y Sociedad) |
| Subjects: | |
| Online Access: | https://revistas.unav.edu/index.php/communication-and-society/article/view/36183 |