Browsing by Author "Kazakov, Sergey"
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The impact of omnichannel integrated marketing communications (IMC) on product and retail service satisfaction
Butkouskaya, Vera; Oyner, Olga; Kazakov, Sergey (Universidad ESAN. ESAN Ediciones , 2023-12-11 )Purpose: This study reviewed three customer-perceived components of integrated marketing communications (IMCs): consistency, interactivity and connectivity, as predictors of positive customer evaluation (product and retail ...acceso abierto