The evolution of integrated marketing communications : the customer-driven marketplace /: the customer-driven marketplace. ([2013?])

• Record Type: Book
• Further Information: Note: Edited by Don E. Schultz, Charles H. Patti and Philip J. Kitchen.
• Editors: Schultz, Don; Patti, Charles H; Kitchen, Philip J
• Contents: Introduction: the evolution of IMC: IMC in a customer-driven marketplace -- Integrated marketing communications: from media channels to digital connectivity -- Integrated marketing communications measurement and evaluation -- Apples, oranges and fruit salad: a Delphi study of the IMC educational mix -- Building strong brands in a modern marketing communications environment -- The primacy of the consumer in IMC: espousing a personalist view and ethical implications -- Rethinking marketing communication: from integrated marketing communication to relationship communication -- IMC: new horizon/false dawn for a marketplace in turmoil?
• Publisher Details: London New York : Routledge
• Publication Date: 2013
• Copyright Date: 2011
• Extent: 1 online resource
• Subjects: 658.802; Communication in marketing; Customer services; BUSINESS & ECONOMICS -- Industrial Management; BUSINESS & ECONOMICS -- Management; BUSINESS & ECONOMICS -- Management Science; BUSINESS & ECONOMICS -- Organizational Behavior; Communication in marketing; Customer services; Electronic books
• Languages: English
• ISBNs: 9781317979609; 1317979605
• Related ISBNs: 9780415668927; 0415668921
• Notes: Note: Includes bibliographical references and index.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.