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

2 Scopus citations
Original languageEnglish (US)
Title of host publicationThe Evolution of Integrated Marketing Communications
Subtitle of host publicationThe Customer-Driven Marketplace
PublisherTaylor and Francis
Pages1-10
Number of pages10
ISBN (Print)9781315872728
DOIs
StatePublished - Jan 1 2013

ASJC Scopus subject areas

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

Cite this

Schultz, D. E., Patti, C. H., & Kitchen, P. J. (2013). Introduction: The evolution of IMC: IMC in a customer-driven marketplace. In The Evolution of Integrated Marketing Communications: The Customer-Driven Marketplace (pp. 1-10). Taylor and Francis. https://doi.org/10.4324/9781315872728