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Integrated marketing communications : pulling it together..

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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 medium are now obsolete--and shows marketers how to get back on track.

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Availability

200600384

658.802 SCH i

Z. HANDIMAN

Available

Detail Information

Series Title

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Call Number

658.802 SCH i

Publisher

Illinois : NTC Publ.., 1992

Collation

vii,218p.; 24 cm.

Language

English

ISBN/ISSN

0-8442-3363-3

Classification

658.802

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

MARKETING - MANAGEMENT

Specific Detail Info

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Statement of Responsibility

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Other version/related

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