|Title||The evolution of integrated marketing communications : the customer-driven marketplace|
|Author||edited by Don E. Schultz, Charles H. Patti and Philip J. Kitchen|
|Imprint||London ; New York : Routledge 2011|
|Descript||viii, 134 p. : ill. ; 26 cm.|
Introduction: The evolution of IMC: IMC in a customer-driven marketplace -- Integrated markeying xommunications: From media channels to digital connectivity -- Integrated marketing communications measurement and evaluation -- Apples, oranges and fruit salad: A delphi study of thr IMC educational mix -- Building strong brands in a modern marketing a personalist view and ethical omplications -- Rethinking marketing communication: from integrated marketing communication to relationship communication -- IMC: New horizon/false dawn for a marketplace in turmoil?
|Communication Arts Library||658.802 E93 2011||CHECK SHELVES|
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