Online Resource
[Erscheinungsort nicht ermittelbar] : Psychology Press
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Boston, MA : Safari
ISBN:
9780805813913
Language:
English
Pages:
1 online resource (396 pages)
Edition:
1st edition
Keywords:
Electronic books ; local
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Electronic books
Abstract:
Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the eleventh annual Advertising and Consumer Psychology Conference held in Chicago, this volume brings together researchers and professionals whose efforts focus on integrating the various persuasive tools of marketing. It goes beyond case studies of the use of integrated marketing to look at how integrated communication actually works on achieving optimal effects on the various audiences for products.
Note:
Online resource; Title from title page (viewed June 17, 2013)
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Mode of access: World Wide Web.
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