The New Marketing Paradigm: Integrated Marketing Communications

by Don Schultz, Stanley Tannenbaum, and Robert Lauterborn

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This book tells why mass marketing no longer works - and shows how integrated communications programs can respond to each customer.
  • ISBN13 9780844234526
  • Publish Date 16 July 1994
  • Publish Status Out of Print
  • Out of Print 16 August 2006
  • Publish Country US
  • Publisher McGraw-Hill Education - Europe
  • Imprint McGraw-Hill Contemporary
  • Format Paperback
  • Pages 240
  • Language English