The Model of Integrated Marketing Communication: Who has the Role to Influence Consumer Behaviour

Article OPEN
Olimpia Elena Mihaela Oancea;
(2015)
  • Publisher: Danubius University
  • Journal: ACTA UNIVERSITATIS DANUBIUS. OECONOMICA, issue 11(1) February, pages 22-31 (issn: 2065-0175, eissn: 2067-340X)
  • Publisher copyright policies & self-archiving
  • Subject: HF5001-6182 | Business | integrated marketing communication; model; consumer behavior; sociological variables; external stimuli

The purpose of this paper is proposes a theoretical framework to investigate the models of integrated marketing communication that can influence the consumer behaviour, and the development a model of integrated marketing communication. The research goals aim the f... View more
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