Content analysis of the empirical research on IMC from 2000 to 2015

• Published in: Journal of marketing communications Vol. 24; no. 7; pp. 647 - 685
• Main Author: Šerić, Maja
• Format: Journal Article
• Language: English
• Published: London Routledge 03.10.2018; Taylor & Francis Ltd
• Subjects: content analysis; empirical research; Integrated marketing communications (IMC); review; Europe

The overall objective of this paper is to build upon previous empirical research into integrated marketing communications (IMC) and to provide guidelines for future research. A total of 80 empirical studies on IMC published between 2000 and 2015 are examined and systematically presented and discusse...