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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.
Buchkauf
Integrated Marketing Communications, Robert F. Lauterborn, Stanley I. Tannenbaum, Don E. Schultz
- Sprache
- Erscheinungsdatum
- 1993
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- Titel
- Integrated Marketing Communications
- Sprache
- Englisch
- Autor*innen
- Robert F. Lauterborn, Stanley I. Tannenbaum, Don E. Schultz
- Verlag
- NTC Business Books
- Verlag
- 1993
- ISBN10
- 0844233633
- ISBN13
- 9780844233635
- Kategorie
- Wirtschaft
- Beschreibung
- 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.