Browsing University of Galway Theses by Author "Borisov, Ivaylo Nikiforov"
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Strategic integration of marketing communications capability – Insights from Irish companies
Borisov, Ivaylo Nikiforov (NUI Galway, 2023-09-13)As communication is essential for building profitable long-term customer relationships, Integrated Marketing Communications (IMC) has been identified as critically important for organizational competitiveness. And as ...