The importance of implementation of integrated marketing communication: Perception of current and future managers

Author:

Laban Bogdan,Todorović Srđan

Publisher

Centre for Evaluation in Education and Science (CEON/CEES)

Reference5 articles.

1. Kliatchko, J. (2005). Towards a new definition of Integrated Marketing Communications (IMC). International Journal of Advertising, 24 (1): 7-34.;

2. Laban, B., Todorović, S. (2018). Digitalni marketing i integrisane marketing komunikacije. Referat saopšten na godišnjem skupu Ekonomskog fakulteta Subotica, Palić.;

3. Porcu, L., Del Barrio-García, S., & Kitchen, P. J. (2012). How integrated marketing communications (IMC) works? A theoretical review and an analysis of its main drivers and effects. Communication and Society, 25 (1): 313-348.;

4. Porcu, L., Del Barrio-García, S., & Kitchen, P. J. (2017). Measuring integrated marketing communication by taking a broad organisational approach: The firm-wide IMC scale. European Journal of Marketing, 51 (3): 692-718.;

5. Reid, M. (2005). Performance auditing of integrated marketing communication (IMC) actions and outcomes. Journal of Advertising, 34 (4): 41-54.;

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