Integrated Marketing Communications

Autoren

• Robert F. Lauterborn
• Stanley I. Tannenbaum
• Don E. Schultz

Parameter

• Handel und Verkauf
• Wirtschaft

Mehr zum Buch

How can companies resolve "turf battles" and combat fears of budget loss? How should the different players - agencies and suppliers - be compensated? And most importantly, how can the impact of an integrated strategy be measured and made accountable? Extensive-examples and two in-depth success stories detail how top organizations are sharpening their competitive edge through integrated communications programs.

Mehr lesen

• Sprache: Englisch
• Erscheinungsdatum: 1993