Digital Content Marketing – A Literature Review on Concepts, International Experiences and Implications for Vietnam
Communication activities are increasingly more diverse, complex and play a more important role in brand building. Perceived consistency of brand messages (across campaigns), a new variable that reflects an important aspect of the integration performance of marketing communications, has been included...
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| Main Authors: | , |
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| Format: | article |
| Language: | EN FR |
| Published: |
EDP Sciences
2021
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| Subjects: | |
| Online Access: | https://doaj.org/article/1412d0726d6c4259b3800ba34d8c7f91 |
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