MKT-7024

Martin, I., Stewart, D., & Matta, S. (2005). Branding strategies, marketing communication, and perceived brand meaning: The transfer of purposive, goal-oriented brand meaning to brand extensions. Journal of the Academy of Marketing Science, 33(3), 275–294.

Gombeski Jr., W. R., Taylor, J., Piccirilli, A., Cundiff, L., & Britt, J. (2007). Effectively executing a comprehensive marketing communication strategy. Health Marketing Quarterly, 24(3/4), 97–111.

Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Journal of Marketing, 80(6), 122–145.

Valos, M. J., Turner, P., Scheepers, H., & Stockdale, R. (2018). Integrating online communities within business-to-business marketing communications: An exploratory study. Journal of Marketing Communications, 24(5), 450–468.

Percy, L. (2018). Strategic integrated marketing communications (3rd ed.). Routledge.
Review Chapter 1 and Read Chapter 2.