SILVEIRA, Renata Cunha Bruno da; http://lattes.cnpq.br/8255943041150102 (Universidade Federal de ItajubáBrasilIEPG - Instituto de Engenharia de Produção e GestãoPrograma de Pós-Graduação: Mestrado Profissional - AdministraçãoUNIFEI, 2024-12-13)
Integrated Marketing Communication (IMC) and Marketing Innovation (MI) are two topics of interest to the organization and academia. However, a survey of the literature suggests that IMC and MI are fragmented and distant ...