{"title":"揭示 IMC 能力的驱动因素和成果：巴基斯坦消费市场公司的见解","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":"23 1","pages":""},"PeriodicalIF":5.3000,"publicationDate":"2024-09-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"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\":\"23 1\",\"pages\":\"\"},\"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}","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}
Unveiling the drivers and outcomes of IMC capability: insights from consumer market companies in Pakistan
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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