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Ponencia
Open collaboration strategy of international retailers: an analysis of co-creator
(ESIC, 2017)
Nowadays, online channels provide better distribution and communication strategies between companies and consumers. The importance of establishing online tools based on innovations and customer participation, is equally ...
Ponencia
IMC customer-based perception: strategic antecedents and consequences on post-purchase customer behaviour
(ESIC, 2017)
Last decades Integrated Marketing Communications (IMC) have been mainly analysed from a managerial perspective, overlooking the customer opinion. Thus, this research studies IMC customer-based perception, its strategic ...