The increased usage of social media forced the brands to integrate social media in their
marketing communication channel, as it becomes the need of the hour, as it determines …

314 model has been developed and the most relevant findings are discussed. Finally, the
main academic and managerial implications are described. This model will help academics …

Drawing on the resource-based view (RBV) of the firm this research investigates how an
integrated marketing communication (IMC) capability drives a brand's financial performance …

The future of advertising and marketing communications will be marked by an increasingly
diverse collection of new digital options added to the traditional media and communication …

Purpose–The purpose of this paper is to argue that marketers need to create a relationship
between their brand and generation Y consumers through various steps in order to increase …

This paper re-examines a definition of integrated marketing communications (IMC)
previously published in this journal, and proposes a revision to that original definition. It …

The role of marketing communications in advanced economies can hardly be
underestimated. The sheer volume of media communications alone is staggering, and its …

Purpose Despite decades of scientific and practical experience in the field of integrated
marketing communication (IMC), little is known about the role of IMC in the era of new …

As the most recent approach of communication management, the integrated marketing
communication (IMC) programmes, enhanced by the advancements in information and …

Purpose The purpose of this research is twofold: first, to conceptualise integrated marketing
communication (IMC) by adopting a more inclusive and broader organisational perspective …