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Keywords: Customer performance
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Journal Articles
Journal of Economics, Finance and Administrative Science (2021) 26 (52): 358–375.
Published: 19 November 2021
...Vera Butkouskaya; Joan Llonch-Andreu; María-del-Carmen Alarcón-del-Amo Purpose Taking the customer-centric nature of integrated marketing communications (IMC), this article investigates the specific role of customer performance in IMC effectiveness in various size companies applying inter-country...
