Integrated marketing communications

Integrated marketing communications

Integrated Marketing Communications challenges business to confront a fundamental dilemma in today's marketing--the fact that mass media advertising, by itself, no longer works. This landmark book reveals that strategies long used to deliver selling messages to a mass culture through a single m...

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Bibliographic Details
Main Authors: Schultz, Don E (Author), Tannenbaum, Stanley I (Author)
Other Authors: Lauterborn, Robert F
Format: Book
Published: Lincolnwood, Ill. NTC Business Books 1993
©1993
Subjects:
Communication in marketing
Online Access:Click Here to View Status and Holdings.
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