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The New Marketing Paradigm: Integrated Marketing Communications
Don E. Schultz
,
Stanley I. Tannenbaum
,
Robert F. Lauterborn
-
Business & Economics
- 1994 -
244 pages
Tells why mass marketing no longer works--and shows how integrated communications programs can respond to each customer.
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Integrated Marketing Communications
Don E. Schultz
,
Stanley I. Tannenbaum
,
Robert F. Lauterborn
-
Business & Economics
- 1993 -
252 pages
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 ...
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