Insights into interpreting integrated marketing communications: A two-nation qualitative comparison

European Journal of Marketing

Volumn 41, Issue 7-8, 2007, Pages 956-970

  Eagle, Lynne ^a   Kitchen, Philip J ^b   Bulmer, Sandy ^c  

^a MIDDLESEX UNIVERSITY BUSINESS SCHOOL   (United Kingdom)

^b UNIVERSITY OF HULL   (United Kingdom)

^c MASSEY UNIVERSITY   (New Zealand)

Author keywords

Advertising agencies; Brands; Integrated marketing communications

Indexed keywords

EID: 34547213759     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090560710752474     Document Type: Article

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