Antecedents and consequences of integrated marketing communications (IMC) testing a theoretical model from firms' and customers' perspectives in Spain and Belarus. - Search Results

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Antecedents and consequences of integrated marketing communications (IMC): testing a theoretical model from firms' and customers' perspectives in Spain and Belarus / Butkouskaya, Vera ; Llonch i Andreu, Joan, dir. (Universitat Autònoma de Barcelona. Departament d'Economia de l'Empresa) ; Alarcón del Amo, María del Carmen, dir. ; Universitat Autònoma de Barcelona. Departament d'Empresa
La Tesis Doctoral trata sobre las Comunicaciones Integradas de Marketing (CIM) y se compone de tres partes interrelacionadas que estudian: los antecedentes y las consecuencias del concepto CIM desde el punto de vista de la empresa, el concepto CIM como mediador y los factores que influyen en su efectiva implementación, y CIM basado en la percepción del consumidor. [...]
The Thesis consists of three interrelated parts, which study Integrated Marketing Communications (IMC): the antecedents and consequences of the IMC concept from the company point of view, the IMC concept as a mediator and factors influencing on its implementation effectiveness, and, IMC based on the customer perception. [...]
[Barcelona] : Universitat Autònoma de Barcelona, 2017.

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