In the past decade, food waste has received increased attention on both academic and
societal levels. As a cause of negative economic, environmental and social effects, food …

The increased usage of social media forced the brands to integrate social media in their
marketing communication channel, as it becomes the need of the hour, as it determines …

When first writing this book, my main aim was to provide a textbook that drew on the UK
experience of public relations, having been frustrated during many years of teaching the …

This exciting and comprehensive new textbook deals with all aspects of integrated
marketing communication from a strategic perspective. Integrated Marketing …

Purpose This conceptual paper aims at develo** a customer-centric marketing
communications approach that takes the starting point in the customer ecosystem …

Purpose The purpose of this paper is to examine the customer decision-making journey of
high involvement female fashion consumers in the context of omnichannel fashion retailing …

Purpose This study aims to identify integrated marketing communication (IMC) antecedents
and the consequences of planned brand identity in the context of higher education, and …

Purpose This study aims to explore if and how business-to-business (B2B) companies can
use social media to influence the buying process. Design/methodology/approach The study …

With advertising practice and research changing significantly in the last decade, it is likely
that the definition of advertising also needs some transformation. Rather than broadening …

Purpose Despite decades of scientific and practical experience in the field of integrated
marketing communication (IMC), little is known about the role of IMC in the era of new …