The New Marketing Paradigm: Integrated Marketing Communications |
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Author:
| Schultz, Don E. Tannenbaum, Stanley Lauterborn, Robert F. |
ISBN: | 978-0-8442-3452-6 |
Publication Date: | Dec 1996 |
Publisher: | McGraw-Hill Education (Australia) Pty Limited
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Book Format: | Paperback |
List Price: | AUD $48.95 |
Book Description:
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Tells why mass marketing no longer works--and shows how integrated communications programs can respond to each customer.
Tells why mass marketing no longer works--and shows how integrated communications programs can respond to each customer.