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Keywords: Total communication
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Journal Articles
Qualitative Market Research: An International Journal (2022) 25 (4): 405–432.
Published: 16 June 2022
... of the firm) (M'zungu et al., 2019 ; Balmer and Podnar, 2021). At this level, elements of MC and CC are integrated to form the total communication of an organisation (Orazi et al., 2017), although evidently, they can be used jointly or individually as needed, as typified in the literature...
