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Keywords: Learning orientation
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Journal Articles
IMC capability: antecedents and implications for brand performance
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2017) 51 (3): 421–444.
Published: 10 April 2017
...Sandra Luxton; Mike Reid; Felix Mavondo Purpose Drawing on the resource-based view, this paper aims to investigate how a firm’s integrated marketing communication (IMC) as a capability is influenced by the organisational antecedents of learning orientation (LO), market orientation (MO) and brand...
