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Keywords: Marketing communication
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2010) 27 (4): 388–403.
Published: 20 July 2010
... follow the principle of coordination that characterises an integrated marketing communications approach. Design/methodology/approach A qualitative exploratory approach was taken, comprising face‐to‐face in‐depth interviews with key informants from five Association of Southeast Asian Nations (ASEAN...
