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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.
Acquisto del libro
Integrated Marketing Communications, Robert F. Lauterborn, Stanley I. Tannenbaum, Don E. Schultz
- Lingua
- Pubblicato
- 1993
- product-detail.submit-box.info.binding
- (Copertina rigida)
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Metodi di pagamento
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- Lingua
- Inglese
- Editore
- NTC Business Books
- Pubblicato
- 1993
- Formato
- Copertina rigida
- ISBN10
- 0844233633
- ISBN13
- 9780844233635
- Serie
- Valutazione
- 3,4 su 5
- Descrizione
- 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.