{"title":"Unveiling the drivers and outcomes of IMC capability: insights from consumer market companies in Pakistan","authors":"Ayaz Ahmad, Salniza Md. Salleh, Selvan a/l Permual, Lucia Porcu, Wisal Ahmad","doi":"10.1080/02650487.2024.2398302","DOIUrl":null,"url":null,"abstract":"Integrated Marketing Communication (IMC) has recently gained momentum and several scholars have suggested that its implementation is crucial to face the ongoing changes (especially, the fragmentati...","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":5.3000,"publicationDate":"2024-09-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Advertising","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1080/02650487.2024.2398302","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Integrated Marketing Communication (IMC) has recently gained momentum and several scholars have suggested that its implementation is crucial to face the ongoing changes (especially, the fragmentati...
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