Evidence of brand contact in the Ethiopian beer market: a Nordic school perspective of strategic integrated marketing communication

Evidence of brand contact in the Ethiopian beer market: a Nordic school perspective of strategic integrated marketing communication

Abstracts in English, Zulu and Southern Sotho === Integrated marketing communication (IMC) is widely regarded as an appropriate paradigm for the marketing and marketing communication programmes of many companies. However, most literature argues that IMC is far from being a well-established concept g...

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Bibliographic Details
Main Author: Hailu, Samson Mekonnen
Other Authors: Angelopulo, George
Format: Others
Language:en
Published: 2020
Subjects:
Beer
Brand contacts
Brand contacts-in-use
Brand contacts-in-use matrix
Brands origins-in-use
Customer integrated marketing communication
Ethiopia
Firm integrated marketing communication
Habesha Breweries
Integrated marketing communication
Integration-in-use
Nordic School
Planned brand contacts-in-use
Product brand contacts-in-use
Service brand contacts-in-use
Sources of brand message
Strategic integrated marketing communication
Unplanned contacts-in-use
658.8020963
Brand (Marketing) > Ethiopia
Brand name products > Ethiopia
Beer industry > Ethiopia
Communication in marketing > Ethiopia
Online Access:http://hdl.handle.net/10500/26850

Internet

http://hdl.handle.net/10500/26850

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