Introduction: The evolution of IMC: IMC in a customer-driven marketplace

Don E. Schultz, Charles H. Patti, Philip J. Kitchen

Research output: Chapter in Book/Report/Conference proceedingChapter

4 Scopus citations
Original languageEnglish (US)
Title of host publicationThe Evolution of Integrated Marketing Communications
Subtitle of host publicationThe Customer-Driven Marketplace
PublisherTaylor and Francis
Number of pages10
ISBN (Print)9781315872728
StatePublished - Jan 1 2013

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

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