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'Integration' in Communication Management: Conceptual and Methodological Considerations

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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.

Keywords: COMMUNICATION MANAGEMENT; CORPORATE IDENTITY MANAGEMENT; INTEGRATED COMMUNICATIONS; INTEGRATED MARKETING COMMUNICATIONS; MARKETING COMMUNICATIONS; PUBLIC RELATIONS

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725700785045930

Publication date: July 1, 2000

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