The new marketing paradigm : integrated marketing communications

Author(s)

• Schultz, Don E.
• Tannenbaum, Stanley I.
• Lauterborn, Robert F.

Bibliographic Information

The new marketing paradigm : integrated marketing communications

Don E. Schultz, Stanley I. Tannenbaum, Robert F. Lauterborn

NTC Business Books, c1994

Other Title

Integrated marketing communications

Note

Originally published: Integrated marketing communications. Lincolnwood, Ill. : NTC Business Books, 1993

Includes bibliographical references and index

Description and Table of Contents

Description

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

by "Nielsen BookData"

Details

• NCID: BA23525776
• ISBN:
  • 0844234524
• LCCN: 93044563
• Country Code: us
• Title Language Code: eng
• Text Language Code: eng
• Place of Publication: Lincolnwood, Ill.
• Pages/Volumes: xvii, 218 p.
• Size: 23 cm
• Classification:
  • LCC : HF5415.123
  • DC20 : 658.8/02
• Subject Headings:
  • LCSH : Communication in marketing