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The New Marketing Paradigm: Integrated Marketing Communications · Study

BookThe New Marketing Paradigm: Integrated Marketing Communications

Don E. Schultz1996

Book1996

The New Marketing Paradigm: Integrated Marketing Communications

Don E. Schultz · Robert F. Lauterborn

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Marketing and Advertising Strategies Digital Marketing and Social Media Literature, Culture, and Aesthetics

Abstract

This book tells why mass marketing no longer works - and shows how integrated communications programs can respond to each customer.

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1995Direct marketing on the internet: An empirical assessment of consumer attitudes 2009Corporate marketing: apocalypse, advent and epiphany 2010Building a test to assess creative and critical thinking simultaneously 2008An inside-out approach to integrated marketing communication 2000Corporate image: an audience centred model 2005Integrated marketing communication and postmodernity: an odd couple?2010SME practice towards integrated marketing communications 2009New tensions and challenges in integrated communications

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Year1996

Typebook

Published1996-11-11

Languageen

Citations164

Files0 public / 0

ShelfMarketing and Advertising Strategies

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openalex_workW600235255

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