Revisiting integrated marketing communication (IMC) : a scale to assess IMC in higher education (HE)
Year of publication: |
2021
|
---|---|
Authors: | Gordon-Isasi, Janire ; Narvaiza, Lorea ; Gibaja Martíns, Juan José |
Published in: |
Journal of marketing for higher education. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7144, ZDB-ID 2095943-6. - Vol. 31.2021, 1, p. 58-90
|
Subject: | higher education institution (HEI) | higher education marketing (HEM) | Integrated marketing communication (IMC) | multi-stage design | scale development |
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