Top management involvement as determinant of IMC
In the academic literature there is not much empirical evidence about how top management involvement influences a degree of integrated marketing communications. At the same time some authors belive that this relationship should be more explored. In this paper we present one of the possible approache...
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| Main Authors: | , , |
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| Formáid: | Book Chapter |
| Teanga: | English |
| Ábhair: | |
| Míreanna Gaolmhara: | Coinnithe i:
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