How Integrated Marketing Communications (IMC) works? A theoretical review and an analysis of its main drivers and effects
Keywords:
Integrated Marketing Communication
Drivers
Effects
Modeling
Publisher:
Servicio de Publicaciones de la Universidad de Navarra
Citation:
PORCU, L.; DEL BARRIO-GARCÍA, S. y KITCHEN, P.., ""How Integrated Marketing Communications (IMC) works? A theoretical review and an analysis of its main drivers and effects"" en:Comunicación y Sociedad, vol. XXV, n. 1, 2012, pp.313-348.
Statistics and impact
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