Hybrid communications in SMEs: Linking marketing and corporate communication
ISSN: 0258-0543
Article publication date: 30 August 2022
Issue publication date: 8 September 2022
Abstract
Purpose
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Design
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
Marketing and corporate communication coexist among Malaysian SMEs. This integrated communication facilitates the development of the firm's brand equity.
Originality
The briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.
Keywords
Citation
(2022), "Hybrid communications in SMEs: Linking marketing and corporate communication", Strategic Direction, Vol. 38 No. 9, pp. 1-3. https://doi.org/10.1108/SD-08-2022-0080
Publisher
:Emerald Publishing Limited
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