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The New Marketing Paradigm: Integrated Marketing Communications

Name: The New Marketing Paradigm: Integrated Marketing Communications
Author: Don E Schultz, Stanley Tannenbaum, Robert F. Lauterborn
ISBN: 9780844234526

AuthorDon E Schultz, Stanley Tannenbaum, Robert F. Lauterborn

PublisherMcGraw-Hill

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Book Details

Author(s)Don E Schultz, Stanley Tannenbaum, Robert F. Lauterborn

PublisherMcGraw-Hill

ISBN / ASIN0844234524

ISBN-139780844234526

MarketplaceFrance 🇫🇷

Description

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