'Integration' in Communication Management: Conceptual and Methodological Considerations
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: July 1, 2000