Exploring integrated marketing communications, brand awareness, and brand image in hospitality marketing : a cross-cultural apporach
Alternative title: | Istraživanje integrirane marketinške komunikacije, svjesnosti o marki i imidža marke u marketing u ugostiteljstvu : kros-kulturalni pristup |
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Year of publication: |
2016
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Authors: | Šerić, Maja ; Gil Saura, Irene ; Mikulić, Josip |
Published in: |
Market : review for marketing theory and practice. - Zagreb : Školska Knjiga, ISSN 0353-4790, ZDB-ID 1196573-3. - Vol. 28.2016, 2, p. 159-172
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Subject: | integrated marketing communications (IMC) | brand awareness | brand image | cross-cultural analysis | hospitality marketing | Markenimage | Brand image | Markenführung | Brand management | Marketingmanagement | Marketing management | Krankenhaus | Hospital | Konsumentenverhalten | Consumer behaviour | Marketing |
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