Integrated Marketing Communication Practices In Malaysia Glcs And It Relationships With Local Cultures

• Main Authors: Mohamad Yasin, Nazri, Md Yusoff, Mohamad
• Format: Conference or Workshop Item
• Language: English
• Published: 2015
• Subjects: P87-96 Communication. Mass media
• Online Access: http://eprints.usm.my/32051/1/Nazri%2C_Mohd_Md_Yusoff.pdf; http://eprints.usm.my/32051/; http://www.icmcc2015.usm.my/
• Institution: Universiti Sains Malaysia

The continuous changes occurring in the field of marketing communications led to an increasing relevance of researches on integrated marketing communication (IMC). Due to the fast pace of technological innovations, IMC is going to be a very dynamic discipline. In this study, the four stages of IM...