Integrated Marketing Communication in B2B2C Area

Abstract

This chapter aims to identify integrated marketing communication (IMC) in the context of business to business to consumer (B2B2C) and empirically test a number of hypotheses related to the selected constructs. A model of the IMC was tested in a survey conducted among stakeholders in the selected field. Professionals responsible for communication and branding activities need to evaluate the relative contributions of the IMC in the B2B2C perspective.

Citation

Nankali, A., Palazzo, M., Jalali, M., Foroudi, P., Amiri, N.S. and Salami, G.H. (2020), "Integrated Marketing Communication in B2B2C Area", Palazzo, M., Foroudi, P. and Siano, A. (Ed.) Beyond Multi-channel Marketing, Emerald Publishing Limited, Leeds, pp. 79-120. https://doi.org/10.1108/978-1-83867-685-820201009