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IMC and the practitioners’ strategy paradox

Even though Integrated Marketing Communications (IMC) has been described as ‘undoubtedly the major communications development of the last decade of the 20th century’ (Kitchen & Schultz, 1999, p.21), attracting both academics’ and practitioners’ attention, a clear and widely accepted definition i...

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Bibliographic Details
Main Authors:	Argyro Elisavet Manoli, Mark Davies
Format:	Default Conference proceeding
Published:	2014
Subjects:	Other health sciences not elsewhere classified untagged Medical and Health Sciences not elsewhere classified
Online Access:	https://hdl.handle.net/2134/24361
Tags:	Add Tag No Tags, Be the first to tag this record!

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