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The new marketing paradigm : integrated marketing communications

Author: Don E Schultz; Stanley I Tannenbaum; Robert F Lauterborn
Publisher: Lincolnwood, Ill. : NTC Business Books, ©1994
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

Shows how integrated communications programs can respond to each customer.

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Document Type: Book
All Authors / Contributors: Don E Schultz; Stanley I Tannenbaum; Robert F Lauterborn
ISBN: 0844234524 9780844234526
OCLC Number: 59374333
Description: [1 volume]
Contents: A history of integrated marketing communications --
How marketing communications works --
The basics of developing an integrated marketing program: how to get started --
Planning the direction of the communications program --
From strategy to creative execution --
Compensation --
Measurement --
How to measure consumer responses --
Barriers to integration --
Two case histories.
Responsibility: Don E. Schultz, Stanley I. Tannenbaum, Robert F. Lauterborn.

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