Market-back approach to the design of integrated communications programs: A change in paradigm and a focus on determinants of success-Reference-Cited by-同舟云学术

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Market-back approach to the design of integrated communications programs: A change in paradigm and a focus on determinants of success

Published:1996-11 Issue:3 Volume:37 Page:147-153
ISSN:0148-2963
Container-title:Journal of Business Research
language:en
Short-container-title:Journal of Business Research

Author:

Stewart David W.

Publisher

Elsevier BV

Subject

Marketing

Reference33 articles.

1. X-inefficiency and Market Power;Ashton;Managerial and Decision Economics,1987

2. Why Change Programs Don't Produce Change;Beer;Harvard Business Review,1990

3. Part 3-Brave New World, Future Issues in Marketing Communication;Deighton,1994

4. Integrated Marketing? Its Synergy: Having Said That, Implementing the Plan Gets More Complicated;Duncan;Advertising Age,1993

5. New Sides of IMC;Duncan,1994

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