MARKETING
AN ANALYSIS OF HOW INTEGRATED MARKETING COMMUNICATIONS INFLUENCE CONSUMER PURCHASE INTENTIONS: A STUDY OF THE NIGERIAN E-COMMERCE SECTOR
This study analyzes how Integrated Marketing Communications (IMC) influence consumer purchase intentions in Nigeria’s e-...
Chapters
6
Research Type
quantitative
Delivery Time
24 Hours
Preview
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
In the highly competitive marketplace of today, businesses are increasingly adopting Integrated Marketing Communications (IMC) to improve the effectiveness of their marketing efforts and deliver a seamless experience to consumers. IMC is a strategic method that aligns and coordinates different marketing tools, channels, and activities to provide a consistent and unified brand message across various consumer touchpoints (Kotler & Keller, 201...
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