Revisiting the concept of integrated marketing communication: Contrasting perceptions between marketers and advertising agency executives

Eagle, Lynne; Hyde, K. F.; Fourie, W. A.; Padisetti, M. V.; Kitchen, Philip J

Lynne Eagle

K. F. Hyde

W. A. Fourie

M. V. Padisetti

Philip J Kitchen

Presentation Conference Type	Conference Paper (unpublished)
Conference Name	3rd International Conference on Marketing and Corporate Communication
Start Date	Apr 1, 1998
End Date	Apr 1, 1998
Publication Date	Jan 1, 1998
Peer Reviewed	Peer Reviewed
Pages	91-116
Keywords	integrated marketing communication, marketers, advertising agency
Public URL	https://uwe-repository.worktribe.com/output/1101087
Publisher URL	http://www.cmc-conference.com/