Integrated Marketing Communications

Autori

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

Parametri

• Commercio e vendita
• Economia e affari

Maggiori informazioni sul libro

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.

Lingua: Inglese

Pubblicato: 1993

Condizioni del libro: In buone condizioni

Prezzo: 12,49 €