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Keywords: IMC
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Journal Articles
Journal:
Management Research Review
Management Research Review 1–19.
Published: 01 July 2026
...Antonio Marín García; Irene Gil Saura; Maria Eugenia Ruiz Molina; Mihaela Simona Moise Purpose The purpose of this study is to examine the driving effect of Integrated Marketing Communications ( IMC ) on Sustainability-Oriented Service Innovation ( SOSI ) and to analyse the impact of SOSI...
