Integrated marketing communication in hospitality SMEs: analyzing the antecedent role of innovation orientation and the effect on market performance
Author:
Affiliation:
1. Administration Department, Graduate Program in Administration, Federal University of Paraná, Curitiba, Brazil
Funder
CAPES
Conselho Nacional de Desenvolvimento Cient?fico e Tecnol?gico
Publisher
Informa UK Limited
Subject
Marketing,Business and International Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/13527266.2020.1759121
Reference55 articles.
1. Brand Related Capabilities and the Process of Integrated Marketing Communications (IMC): A Resource Based View (RBV)
2. Market orientation and new-to-the-world products: Exploring the moderating effects of innovativeness, competitive strength, and environmental forces
3. Firm Resources and Sustained Competitive Advantage
4. To Serve or Create? Strategic Orientations toward Customers and Innovation
Cited by 13 articles. 订阅此论文施引文献 订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献
1. Unveiling the drivers and outcomes of IMC capability: insights from consumer market companies in Pakistan;International Journal of Advertising;2024-09-04
2. From outreach to outcome: exploring the impact of integrated marketing communication on the performance of small and medium-sized enterprises;Cogent Business & Management;2024-06-30
3. The organizational impact in Kibs companies of certain digital marketing factors: digital capabilities and internet technologies;Journal of Marketing Analytics;2024-05-21
4. Revolutionizing the runway: how technological and marketing innovation fuse market sensing on marketing performance in fashion industry;Cogent Business & Management;2024-04-15
5. Pivotal stimulants to halal certified firms: a case study of Taiwan;Journal of Islamic Marketing;2023-01-24
1.学者识别学者识别
2.学术分析学术分析
3.人才评估人才评估
"同舟云学术"是以全球学者为主线，采集、加工和组织学术论文而形成的新型学术文献查询和分析系统，可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容，当前同舟云学术共收录了国内外主流学术期刊6万余种，收集的期刊论文及会议论文总量共计约1.5亿篇，并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询！咨询电话：010-8811{复制后删除}0370
www.globalauthorid.com
TOP
Copyright © 2019-2024 北京同舟云网络信息技术有限公司 京公网安备11010802033243号 京ICP备18003416号-3