Factor Influencing Integrated Marketing Communication towards SME’s Business Performance in Malaysia
نویسندگان
چکیده
منابع مشابه
Integrated Marketing Communication
Integrated marketing communication (IMC) emerged during the late twentieth century and its importance has been growing ever since (Grove, Carlson, and Dorsch, 2002; Cornelissen, 2001; Hartley and Pickton, 1999). Owing to the impact of information technology, changes came about in the domains of marketing and marketing communications which led to the emergence of IMC (Kitchen et al., 2004a; Phel...
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Academics and managers have struggled for many years to understand and delineate the role of marketing in explaining business performance differences between firms. Most of the theory base for any such attempts has to be informed by strategic management theory, since the primary question that strategic management seeks to answer is why some firms outperform others over time. This paper synthesi...
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ژورنال
عنوان ژورنال: International journal of academic research in business & social sciences
سال: 2021
ISSN: ['2308-3816', '2222-6990']
DOI: https://doi.org/10.6007/ijarbss/v11-i1/7842