Improving integrated marketing communications practices : a comparison of objectives and results
C.H. Patti, S.W. Hartley, M.M. van Dessel and D.W. Baack
| Year of publication: |
June 2017
|
|---|---|
| Authors: | Patti, C. H. ; Hartley, S. W. ; Dessel, M. M. van ; Baack, D. W. |
| Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 23.2017, 4, p. 351-370
|
| Subject: | objective-setting | communication effectiveness | hierarchy of effects | IMC | B2B | Marketingmanagement | Marketing management | Kommunikation | Communication | Interne Kommunikation | Internal communication | B-to-B-Marketing | Business-to-business marketing | Lieferantenmanagement | Supplier relationship management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2015.1027251 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011743970