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Keywords: Integrated marketing communications (IMC)
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Journal Articles
Asia Pacific Journal of Innovation and Entrepreneurship (2017) 11 (1): 90–107.
Published: 03 April 2017
.... Design/methodology/approach Integrated marketing communications (IMC) theory is applied to the research on establishment and management innovation. The establishment of MBNPOs needs four sequential steps: identifying the target group, providing services to meet the demand of stakeholders, designing...
