..., consistency and relationship. Practical implications The information generated from this research paper should assist managers when attempting to implement an integrated approach to marketing communications. Social implications As IMC is intertwined with the concept of strategy, if it is implemented...

..., referring to managerial determinants of innovation, several authors on entrepreneurship, strategy and management literature, have emphasized the importance of managerial characteristics in explaining performance differences in terms of innovation (Hoffman and Hegarty, 1993 ; Wu et al., 2005...

... strategies that enable them to capitalise on the dynamic integration of systems and people. There are a number of questions about their customers to which businesses seek answers. Some of these questions can be posed at the individual customer level, the market segment level, and at the level...