Conceptualization and Measurement of Multidimensionality of Integrated Marketing Communications

Dong Hwan Lee and Chan Wook Park

This study presents a four-dimensional conceptualization of integrated marketing communications (IMC) and empirically develops its measurement instrument.

Conceptualization and Measurement of Multidimensionality of Integrated Marketing Communications

Dong Hwan LeeManhattan CollegeChan Wook ParkKyung Hee University

INTRODUCTION

Since the early 1990s, integrated marketing communication (IMC) has become the accepted...

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