Efectos de la comunicación integrada de marketing a través de la consistencia estratégica: una propuesta teórica y metodológica
Consequences of integrated marketing communication through strategic consistency: a theoretical and methodological proposal
María Ángeles Navarro Bailón
Doctora en Ciencias de la Empresa, Universidad de Murcia, España. Profesora ayudante LOU, Departamento de Comercialización e Investigación de Mercados, Universidad de Murcia, España. Dirigir correspondencia a: Facultad de Economía y Empresa, Campus Universitario de Espinardo, 30100 Espinardo, Murcia, España
María Sicilia Piñero
Doctora en Ciencias de la Empresa, Universidad de Murcia, España. Titular de Facultad, Departamento de Comercialización e Investigación de Mercados, Universidad de Murcia, España. Dirigir correspondencia a: Facultad de Economía y Empresa, Campus Universitario de Espinardo, 30100 Espinardo, Murcia, España
Elena Delgado Ballester
Doctora en Ciencias Económicas y Empresariales, Universidad de Murcia, España. Titular de Facultad, Departamento de Comercialización e Investigación de Mercados, Universidad de Murcia, España. Dirigir correspondencia a: Facultad de Economía y Empresa, Campus Universitario de Espinardo, 30100 Espinardo, Murcia, España
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