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MODERATING ROLE OF SOCIAL FACTORS ON THE EFFECT OF INTEGRATED MARKETING COMMUNICATION ON PERFORMANCE OF FAST FOOD RESTAURANTS IN NAIROBI CENTRAL BUSINESS DISTRICT, KENYA
(University of Eldoret, 2018)
Universally, Integrated Marketing Communication (IMC) plays a pivotal role in providing adequate intrinsic information which impacts on consumer satisfaction which leads to overall performance of fast food restaurants. In ...