Modeling the Antecedents and Effects of Integrated Marketing Communication (IMC) in the Hospitality Industry: An Extended Abstract

Lucia Porcu, Salvador del Barrio-García, Juan Miguel Alcántara-Pilar
  • January 2017, Springer Science + Business Media
  • DOI: 10.1007/978-3-319-47331-4_70

Modeling the Antecedents and Effects of Integrated Marketing Communication

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http://dx.doi.org/10.1007/978-3-319-47331-4_70

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