Butkouskaya, Vera; Llonch-Andreu, Joan; … - In: Journal of Economics, Finance and Administrative Science 26 (2021) 52, pp. 358-375
Purpose - Taking the customer-centric nature of integrated marketing communications (IMC), this article investigates the specific role of customer performance in IMC effectiveness in various size companies applying inter-country context. Design/methodology/approach - The sample consists of the...
