Introduction: The Evolution of IMC: IMC in a Customer-driven Martetplace

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

Research output: Chapter in Book/Report/Conference proceedingChapter

Original languageEnglish (US)
Title of host publicationThe Evolution of Integrated Marketing Communications
Subtitle of host publicationThe Customer-driven Marketplace
EditorsDon E Schultz, Charles H Patti, Philip J Kitchen
Place of PublicationAbingdon, UK
Number of pages10
ISBN (Print)9780415668927
StatePublished - 2011

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