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Keywords: Basic principles
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Journal Articles
Revising the basic principles of integrated marketing communications during a health-related crisis: the case of Croatian tourism and hospitality industry
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Corporate Communications: An International Journal (2024) 29 (2): 257–278.
Published: 26 February 2024
... a deep analysis of the implementation of seven basic principles of the integrated marketing communications (IMC) paradigm in a crisis situation. Design/methodology/approach In-depth interviews with tourism and hospitality service providers were conducted in the fourth quarter of 2021 in Croatia...
