Purpose In this invited paper, the authors aim to offer an integrated marketing
communications (IMC) framework for understanding how disparate customer touchpoints …

Purpose This paper aims to develop an omni-channel framework in the context of sales and
sales management related to six areas: sales contexts, impact of technology, stages in the …

As digital and social media continue to grow in terms of usage and advertising expenditures,
the advertising industry has been forced to develop innovative strategies. One such strategy …

A growing number of researchers have examined the effects of personalized advertising in
traditional media, however, little has been known about personalized advertising on …

This exciting and comprehensive new textbook deals with all aspects of integrated
marketing communication from a strategic perspective. Integrated Marketing …

Marketing's evolution toward a new dominant logic requires the focus of marketing to be on
the intangible, dynamic, operant resources that are at the heart of competitive advantage …

In the early part of the 21st century, the media landscape has been dramatically affected by
the introduction of new, largely digital media. This increase in the number of media has been …

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 …

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 …

Purpose–The object of this paper is to help to understand what it is all about in question
when talking about personalization. Design/methodology/approach–A conceptual …