most citedFifth Generation IMC: Expanding the scope to Profit, People, and the Planet

3 citations · 3 across the 1 of their papers we have counts for

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1 paper

cs.CY2024★ 3 cited

Fifth Generation IMC: Expanding the scope to Profit, People, and the Planet

Stewart Pearson, Edward Malthouse

This editorial outlines an expanded scope for the next (fifth) generation of integrated marketing communication. It identifies key market forces that gave rise to this evolution an…