Leveraging Digital Marketing and Integrated Marketing Communications for Brand Building in Emerging Markets-Reference-Cited by-同舟云学术

Leveraging Digital Marketing and Integrated Marketing Communications for Brand Building in Emerging Markets

Published:2022 Issue: Volume: Page:281-305
ISSN:2730-5554
Container-title:Marketing Communications and Brand Development in Emerging Economies Volume I
language:
Short-container-title:

Author:

Chakraborty Amrita,Jain Varsha

Publisher

Springer International Publishing

Link

https://link.springer.com/content/pdf/10.1007/978-3-030-88678-3_13

Reference55 articles.

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2. American Marketing Association. (2021). What is digital marketing? Retrieved January 24, 2021, from https://www.ama.org/pages/what-is-digital-marketing/.

3. Anabila, P. (2019). Integrated marketing communications, brand equity, and business performance in micro-finance institutions: An emerging market perspective. Journal of Marketing Communications, 26(3), 229–242.

4. Bala, M. B., & Varma, D. (2018). A critical review of digital marketing. International Journal of Management, IT & Engineering, 8(10), 321–339.

5. Batton, N., & Swoboda, B. (2020). Joint Roles of Digital Media Penetration and Communication Budgets for Corporate Brand Effects Across Nations. Winter AMA Proceedings, 1, 6–7.

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