The evolution of integrated marketing communications : the customer-driven marketplace / edited by Don E. Schultz, Charles H. Patti and Philip J. Kitchen.
"This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC;...
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| Online Access: |
Full Text (via Taylor & Francis) |
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| Other Authors: | , , |
| Format: | eBook |
| Language: | English |
| Published: |
London ; New York :
Routledge,
2011.
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| Subjects: |
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