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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.
Nákup knihy
Integrated Marketing Communications, Robert F. Lauterborn, Stanley I. Tannenbaum, Don E. Schultz
- Jazyk
- Rok vydania
- 1993
- product-detail.submit-box.info.binding
- (pevná)
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- Jazyk
- anglicky
- Vydavateľ
- NTC Business Books
- Rok vydania
- 1993
- Väzba
- pevná
- ISBN10
- 0844233633
- ISBN13
- 9780844233635
- Série
- Hodnotenie
- 3,4 z 5
- Anotácia
- 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.