Relationship Between Integrated Marketing Capability on Sales and Brand Performance: Moderation Roles of IMC Performance

• Main Authors: Hamidizadeh, Mohamadreza, Sanati, Mohsen, Avili, Atefeh Ghomi
• Format: Article
• Language: English
• Published: Universiti Utara Malaysia Press 2016
• Subjects: HF Commerce
• Online Access: https://repo.uum.edu.my/id/eprint/30506/1/MMJ%2020%2000%202016%2099-109.pdf; https://repo.uum.edu.my/id/eprint/30506/; https://e-journal.uum.edu.my/index.php/mmj/article/view/9044

Due to in the fierce competition in the fast moving consumers good (FMCG) industry and lack of growing demand in recent years in this industry, firms are now looking for more efficient and effective ways of creating value for their brands. In this regard, integrated marketing communication (IMC) is...