IMC in digitally-empowering contexts: the emerging role of negotiated brands
Author:
Affiliation:
1. Department of Political, Social and Communication Studies, University of Salerno, Fisciano (SA), Italy;
2. IMC, Northwestern University, Medilll School of Journalism, Evanston, Illinois, USA
Publisher
Informa UK Limited
Subject
Marketing,Communication
Link
https://www.tandfonline.com/doi/pdf/10.1080/02650487.2018.1535221
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