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Measuring integrated marketing communication by taking a broad organisational approach : the firm-wide
IMC
scale
Porcu, Lucia
;
Barrio-García, Salvador del
;
Kitchen, …
- In:
European journal of marketing : EJM
51
(
2017
)
3
,
pp. 692-718
Persistent link: https://www.econbiz.de/10011698272
Saved in:
2
The "Polychronicity - Multiple Media Use" (P-MMU) scale : a multi-dimensional scale to measure polychronicity in the context of multiple media use
Robinson, Helen R.
;
Kalafatis, Stavros P.
- In:
Journal of marketing management : MM
33
(
2017
)
17/18
,
pp. 1421-1442
Persistent link: https://www.econbiz.de/10011854276
Saved in:
3
Discovering prominent themes in integrated marketing communication research from 1991 to 2012 : a co-word analytic approach
Muñoz-Leiva, Francisco
;
Porcu, Lucia
;
Barrio-García, …
- In:
International journal of advertising : the quarterly …
34
(
2015
)
4
,
pp. 678-701
Persistent link: https://www.econbiz.de/10011547711
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