The New Marketing Paradigm: Integrated Marketing Communications
- ISBN-10
- 0844234524
- ISBN-13
- 9780844234526
- Category
- Business & Economics
- Pages
- 218
- Language
- English
- Published
- 1994
- Publisher
- McGraw Hill Professional
- Authors
- Don E. Schultz, Stanley I. Tannenbaum, Robert F. Lauterborn
Description
Tells why mass marketing no longer works--and shows how integrated communications programs can respond to each customer.
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