Improving integrated marketing communications practices: A comparison of objectives and results

Marketing managers face increasing demands for effectiveness measurement including more rigorous assessment of the match between marketing communication objectives and results. This study provides an analysis of current objective-setting practices and a comparison with past industry practices by app...

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Veröffentlicht in:	Journal of marketing communications 2017-07, Vol.23 (4), p.351-370
Hauptverfasser:	Patti, C.H., Hartley, S.W., van Dessel, M.M., Baack, D.W.
Format:	Artikel
Sprache:	eng
Schlagworte:	B2B Communication communication effectiveness hierarchy of effects IMC Integrated marketing objective-setting Objectives
Online-Zugang:	Volltext
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