Marketing communication measurement in a transformational marketplace

Don Edward Schultz*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter

Original languageEnglish (US)
Title of host publicationIntegrated Brand Marketing and Measuring Returns
PublisherPalgrave Macmillan
Pages58-93
Number of pages36
ISBN (Electronic)9780230297340
ISBN (Print)9780230577343
DOIs
StatePublished - Jul 7 2010

ASJC Scopus subject areas

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

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