Understanding Consumer Behaviour And Impact Of Integrated Marketing Communication On Decision Making

Article, Other literature type OPEN
Dr. Priyanka Rawal; Dr. Shekhar Upadhayay;
(2017)
  • Publisher: Zenodo
  • Identifiers: doi: 10.5281/zenodo.841812, doi: 10.5281/zenodo.841813
  • Subject: Marketing, Integrated Marketing Communication, Involvement, Consumer Orientation, target audience & channels. | Marketing, Integrated Marketing Communication, Involvement, Consumer Orientation, target audience & channels.

In a competitive economic system, companies can survive and develop if they are aware of the most accurate and detailed information about consumers. The concept of modern marketing highlights the need for having detailed information about the consumer needs, their motiv... View more
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