Evolution of Integrated Marketing Communication Research through Latent Dirichlet Allocation (LDA) Analysis
Integrated Marketing Communication (IMC) is an area that emerged as a shift in the way MarCom departments were functioning at the beginning of 90's. For the last 30 years, the concept evolved from being a tactical set of actions to a customer-focused strategy. Despite the great interest in the field...
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| Principais autores: | , |
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
The Bucharest University of Economic Studies Publishing House
2020-08-01
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| coleção: | Journal of Emerging Trends in Marketing and Management |
| Assuntos: | |
| Acesso em linha: | http://www.etimm.ase.ro/RePEc/aes/jetimm/2020/ETIMM_V01_2020_48.pdf |
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