Marketing Communication

Concept: Marketing Communication

Definitions of Marketing Communication

DefinitionTypeReference
The firm's ability to maintain customer value perceptions.IndependentVorhies & Morgan, 2005

Measurements of Marketing Communication

DimensionsItemsAnchorsCronbach AlphaSample SizeTypeItems IncludedCopyrightedReference
5 7 0.84 230 Developed Yes No Vorhies & Morgan, 2005