Journal article

Integrated Marketing Communications (IMC): Why Does It Fail? An Analysis of Practitioner Mental Models Exposes Barriers of IMC Implementation

Mart Ots, Gergely Nyilasy

Journal of Advertising Research | ADVERTISING RESEARCH FOUNDATION | Published : 2015

University of Melbourne Researchers


Funding Acknowledgements

The authors acknowledge the financial support of the Swedish Retail and Wholesale Development Council and the Carl-Olof & Jenz Hamrin Foundation.