search query: @author Kitchen, P. J. / total: 9
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| Author: | Kitchen, P. J. Schultz, D. E. |
| Title: | A multi-country comparison of the drive for IMC |
| Journal: | Journal of Advertising Research
1999 : JAN-FEB, VOL. 39:1, p. 21-38 |
| Index terms: | ADVERTISING COMMUNICATION MARKETING |
| Language: | eng |
| Abstract: | This study concerns the rapid growth of the concept of Integrated marketing communications in terms of considering theoretical underpinnings and by means of a five-country empirical study of the topic within advertising agencies from different countries. |
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