Editorial: Can IMC Make Channels Come Alive?
pág. 355
Managing Media and Advertising Change with Integrated Marketing
págs. 356-361
Sequence Matters: A More Effective Way to Use Advertising and Publicity
págs. 362-372
An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes
págs. 373-381
Consumer Responses to Interactive Advertising Campaigns Coupling Short-Message-Service Direct Marketing and TV Commercials
págs. 382-401
The Effects of Expert and Consumer Endorsements on Audience Response
págs. 402-412
Brand Equity Implications of Joint Branding Programs
págs. 413-425
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