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Book Chapter

Developing Integrated Global Marketing Communication Programs

  • Kitchen P
  • Tourky M
Springer International Publishing, (2022), 89-112
DOI: 10.1007/978-3-030-76416-6_6
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Abstract

… in integrated marketing communication, we found that one of the major differences between best-practice organizations and those seeking to improve their integrated processes was …

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APA

Kitchen, P. J., & Tourky, M. E. (2022). Developing Integrated Global Marketing Communication Programs. In Integrated Marketing Communications (pp. 89–112). Springer International Publishing. https://doi.org/10.1007/978-3-030-76416-6_6

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