Integrated Marketing Communications

Author: Don E. Schultz
Publisher:
Publish Date: 2002-08-01
Features: This book is the key to success for marketers, the greatest challenge faced by advertising agencies in the 1990s, and an indispensable collection in the marketing library. As a passionate advocate of the integrated communication concept, the author fervently reflects the changes of the times and the formidable challenges faced by today's business owners and communicators. The author's insightful observations help readers transition from mass communication in the 1960s to the integrated communication required in the 1990s.