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Please use this identifier to cite or link to this item: https://www.um.edu.mt/library/oar/handle/123456789/105200
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dc.contributor.authorCaruana, Albert-
dc.contributor.authorBelch, Michael-
dc.contributor.authorKrentler, Kathleen-
dc.date.accessioned2023-01-16T07:07:10Z-
dc.date.available2023-01-16T07:07:10Z-
dc.date.issued2006-
dc.identifier.citationCaruana, A., Belch, M., & Krentler, K., (2006). IMC: Time to move ahead. In G. J. Avlonitis, N. Papavassiliou & P. Papastathopoulou (Eds.), Sustainable Marketing Leadership: A Synthesis of Polymorphous Axioms, Strategies and Tactics (pp. 228-229). Brussels: European Marketing Academy.en_GB
dc.identifier.urihttps://www.um.edu.mt/library/oar/handle/123456789/105200-
dc.description.abstractThe Integrated Marketing Communications (IMC) literature has spawned much debate over the nature and breadth of the concept. This continuing debate has made it difficult to pin down a generally accepted definition. However, while acknowledging that debate continues, the authors feel it is time to move on to the development of a scale that measures the use of IMC in organizations. Using a "theories-in-use" approach, an operational definition of IMC is proposed. From the definition, an IMC model and propositions are developed. The model provides a systematic framework for the proper development of a theory of IMC orientation.en_GB
dc.language.isoenen_GB
dc.publisherEuropean Marketing Academyen_GB
dc.rightsinfo:eu-repo/semantics/openAccessen_GB
dc.subjectCommunication in marketingen_GB
dc.subjectCorporations -- Public relationsen_GB
dc.subjectAdvertising campaignsen_GB
dc.titleIMC : time to move aheaden_GB
dc.title.alternativeSustainable marketing leadership : a synthesis of polymorphous axioms, strategies and tacticsen_GB
dc.typeconferenceObjecten_GB
dc.rights.holderThe copyright of this work belongs to the author(s)/publisher. The rights of this work are as defined by the appropriate Copyright Legislation or as modified by any successive legislation. Users may access this work and can make use of the information contained in accordance with the Copyright Legislation provided that the author must be properly acknowledged. Further distribution or reproduction in any format is prohibited without the prior permission of the copyright holderen_GB
dc.bibliographicCitation.conferencename35th EMAC Conferenceen_GB
dc.bibliographicCitation.conferenceplaceAthens, Greece. 23-26/05/2006.en_GB
dc.description.reviewedpeer-revieweden_GB
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