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Integrated Marketing Communications : Putting It Together Making It Work
Integrated Marketing Communications Putting It Together Making It Work
Author: Don E. Schultz, Stanley I. Tannenbaum, Robert F. Lauterborn
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 h...  more »
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ISBN-13: 9780844233635
ISBN-10: 0844233633
Publication Date: 1/11/1993
Pages: 218
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Publisher: McGraw-Hill
Book Type: Hardcover
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