Integrated communication synergy of persuasive voices
Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the eleventh annual Advertising and Consumer Psychology Conference held in Chicago, this volume brings together researchers and professionals w...
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| Otros Autores: | , |
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Mahwah, N.J. :
Lawrence Erlbaum Associates
1996.
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| Colección: | Advertising and consumer psychology
Advertising and consumer psychology. |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628072106719 |
| Sumario: | Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the eleventh annual Advertising and Consumer Psychology Conference held in Chicago, this volume brings together researchers and professionals whose efforts focus on integrating the various persuasive tools of marketing. It goes beyond case studies of the use of integrated marketing to look at how integrated communication actually works on achieving optimal effects on the various audiences for products. |
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| Notas: | Papers presented at the 11th Advertising and Consumer Psychology Conference held at DDB Needham Worldwide, Chicago, Ill., 1992. |
| Descripción Física: | 1 online resource (397 p.) |
| Bibliografía: | Includes bibliographical references and indexes. |
| ISBN: | 9781134780297 9781138992535 9780203773475 9781134780228 |
