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Integrated marketing communications: How can we measure its effectiveness?

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2008Revisiting the IMC construct

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303 cited

2009Palfrey, J.; Gasser, U. Born Digital: Understanding the First Generation of Digital Natives. New York, NY: Basic books, 2008287 cited

Cited by

2019Toward a theory of outside-in marketing: Past, present, and future62 cited
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2019How to achieve true integration: the impact of integrated marketing communication on the client/agency relationship49 cited
2016Content analysis of the empirical research on IMC from 2000 to 201537 cited
2015Improving integrated marketing communications practices: A comparison of objectives and results36 cited
2019IMC in digitally-empowering contexts: the emerging role of negotiated brands34 cited
2020Revisiting integrated marketing communication (IMC): a scale to assess IMC in higher education (HE)32 cited
2022The customer journey: a proposal of indicators to evaluate integration and customer orientation30 cited
2019A process view of the role of integrated marketing communications during brand crises24 cited
2013The Impact of HRM Practices on Supply Chain Management Success in SME24 cited
2016Rebranding: the effect of team name changes on club revenue21 cited
2017The internal and external challenges facing clients in implementing IMC21 cited
2017Modeling the Effects of Sponsorship-Linked Marketing: When Does Memory Matter?19 cited
2017Implementing integrated marketing communications (IMC) through major event ambassadors16 cited
2021Customer perceived integrated marketing communications: A segmentation of the soda market16 cited
2016Strategische Planung und Umsetzung einer Integrierten Kommunikation: Die Anbieterperspektive11 cited