Integrated online marketing communication: implementation and management
نویسندگان
چکیده
منابع مشابه
Integrated online marketing communication: implementation and management
Purpose – The purpose of this paper is to investigate the particularities of integrated marketing communication (IMC) in the online environment. Design/methodology/approach – Both secondary and primary data (face-to-face interviews with 29 marketing or communication managers of UK online consumer retail firms) are analysed in order to identify the various meanings of the integrated online marke...
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ژورنال
عنوان ژورنال: Journal of Communication Management
سال: 2008
ISSN: 1363-254X
DOI: 10.1108/13632540810881974