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who does it, how it is done, etc., the formal presentation of research, theory development, and other materials by either practitioners or academics has been slow in coming." (Schultz and Kitchen, 1997)
In effect, having no clearly defined definition contributes to the lack of operational measures of IMC (Phelps et al...
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As a result, definitions and measurement scales have been peculiar to individual research studies. Phelps et al. (1996), for instance, examined whether companies have individual or consensus decision making communications strategy. They found that the use of a consensus approach, where the heads of various communications functions work together to develop communications strategies is on the increase...
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