Šeric, Maja; Gil-Saura, Irene; Ozretić-Došen, Đurđana - In: International Journal of Contemporary Hospitality Management 27 (2015) 5, pp. 958-979
Purpose – The purpose of this paper is to provide insights on integrated marketing communications (IMC) by empirically examining the concept in a new context, that is hotel companies, and comparing its implementation and impact in Italian and Croatian hotels. Design/methodology/approach –...