Garber, Jr, Lawrence L.; Kim, Kacy; Dotson, Michael J. - In: Journal of Business & Industrial Marketing 35 (2020) 12, pp. 2067-2077
Purpose: This paper aims to test the proposition that integrated marketing communications (IMC) practice is lagging in the trucking industry. It stems from the more general proposition extant in the literature that business to business (B2B) IMC practice lags business to consumer IMC practice....
