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Keywords: IMC
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Journal Articles
Integrated marketing communication: making it work at a strategic level
Available to Purchase
Journal:
Journal of Business Strategy
Journal of Business Strategy (2015) 36 (4): 34–39.
Published: 20 July 2015
...Philip J. Kitchen; Inga Burgmann Purpose – The purpose of this paper is to describe, review and critique the concept of integrated marketing communications (IMCs) and to suggest ways forward conceptually and managerially. Design/methodology/approach – This paper critically reviews...
