To read this content please select one of the options below:

Hybrid communications in SMEs: Linking marketing and corporate communication

Strategic Direction

ISSN: 0258-0543

Article publication date: 30 August 2022

Issue publication date: 8 September 2022

180

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

Copyright © 2022, Emerald Publishing Limited

Related articles