Dr Sanjay Shrivastava, and Smita Raj Jain. “The Theoretical Understanding of Integrated Marketing Communication Strategy: An Approach”. NOLEGEIN-Journal of Advertising and Brand Management, vol. 6, no. 2, Nov. 2023, pp. 14-17, https://mbajournals.in/index.php/JoABM/article/view/1250.