@article{JEB, author = {Nguyen Ngan and Hoang Thanh}, title = { Impact of Integrated Marketing Communication on Marketing Performance: A Case Study in the Hospitality Industry}, journal = {VNU JOURNAL OF ECONOMICS AND BUSINESS}, volume = {2}, number = {3}, year = {2022}, keywords = {}, abstract = {Integrated marketing communication has received increasing research attention to clarify its role in business, especially in hospitality. This paper studies the effect of integrated communication on marketing results, through a survey with the participation of luxury hotel managers in Hanoi, thereby proposing and testing a scale and two research models. As a result, the research develops an integrated marketing communication scale that approaches the management process from a firm-wide approach, clarifying the positive effect of integrated marketing communication on marketing performance. The research then provides useful suggestions for managers to perfect integrated marketing communication and improve marketing performance.}, issn = {2734-9845}, url = {https://js.vnu.edu.vn/EAB/article/view/4681} }