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Ratnatunga et al., 2005 - Google Patents

The brand capability value of integrated marketing communication (IMC)

Ratnatunga et al., 2005

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Document ID
2997852926645306059
Author
Ratnatunga J
Ewing M
Publication year
Publication venue
Journal of Advertising

External Links

Snippet

Practitioners perpetually question whether they are spending the right amount of money on the right marketing activities to optimize sales, profitability, brand equity, and shareholder value. This perennial problem is perhaps even more salient today, as organizations …
Continue reading at www.researchgate.net (PDF) (other versions)

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