Editorial: IMC's Fuzzy Picture: Breakthrough or Breakdown?
págs. 1-2
The Role of Transactional versus Relational Data in IMC Programs: Bringing Customer Data Together
págs. 3-18
The Emergence of IMC: A Theoretical Perspective
págs. 19-30
Understanding the Diffusion of Integrated Marketing Communications
págs. 31-45
Perceptions of IMC after a Decade of Development: Who's at the Wheel, and How Can We Measure Success?
págs. 46-65
IMC as Theory and as a Poststructural Set of Practices and Discourses: A Continously Evolving Paradigm Shift
págs. 66-70
Better Practices in Advertising Can Change a Cost of Doing Business to Wise Investments in the Business
págs. 71-89
Targeting Women's Clothing Fashion Opinion Leaders in Media Planning: An Application for Magazines
págs. 90-107
Sports Celebrity Influence on the Behavioral Intentions of Generation Y
págs. 108-118
The Impact of Trademarks and Advertisement Size on Yellow Page Call Rates
págs. 119-125
Displacement and Reinforcement Effects of the Internet and Other Media as Sources of Advertising Information
págs. 126-142
Super Bowl Advertising Effectiveness: Hollywood Finds the Games Golden
págs. 143-160
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