Managerial and organizational perspectives on online–offline integration within integrated marketing communication: toward a holistic conceptual framework-Reference-Cited by-同舟云学术

Managerial and organizational perspectives on online–offline integration within integrated marketing communication: toward a holistic conceptual framework

Published:2021-03-28 Issue: Volume: Page:1-22
ISSN:0265-0487
Container-title:International Journal of Advertising
language:en
Short-container-title:International Journal of Advertising

Author:

Vernuccio Maria¹,Cesareo Ludovica²,Pastore Alberto¹,Kitchen Philip J.³^ORCID

Affiliation:

1. Faculty of Economics, Department of Management, Sapienza University of Rome, Rome, Italy

2. College of Business, Department of Marketing, Lehigh University, Bethlehem, PA, USA

3. Department of Marketing, ICN-Artem School of Business, Nancy, France

Publisher

Informa UK Limited

Subject

Marketing,Communication

Link

https://www.tandfonline.com/doi/pdf/10.1080/02650487.2021.1897432

Reference71 articles.

1. The Effect of Electronic Word of Mouth on Sales: A Meta-Analytic Review of Platform, Product, and Metric Factors

2. The Myths of Data-Driven Campaigning

3. Integrating Marketing Communications: New Findings, New Lessons, and New Ideas

4. Consumer engagement in a virtual brand community: An exploratory analysis

5. Integrated marketing communication – from an instrumental to a customer-centric perspective

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