'Integration' in Communication Management: Conceptual and Methodological Considerations
Author: Cornelissen, Joep
Source: Journal of Marketing Management, Volume 16, Number 6, July 2000 , pp. 597-606(10)
Abstract:The pervasive notion of 'integration' has found wide acceptance in writings across the disciplines of marketing-communications, public relations and corporate identity management but has to date not been subjected to systematic empirical research. The paper develops systematic measures and propositions in regard to 'integration' for further empirical research.
Document Type: Research Article
Publication date: 2000-07-01