As markets become increasingly competitive and the associated brand-related marketing communications activity more frenetic, the need to understand how to gain better outcomes from marketing communications efforts is paramount, especially in terms of creating and leveraging market-based assets.
IMCPerformance Relationship
Further Insight And Evidence From The Australian Marketplace
Mike
ReidMonash University
INTRODUCTION
This
paper seeks to examine the relationship between integrated marketing
communications (IMC) and performance. The paper is...
