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Strategic Integration of Marketing Communications

  • Chapter
Contemporary Issues in Marketing

  • 78 Accesses

Abstract

At last, it’s official. It may have been a long time coming (it’s been talked about for more than a decade) but finally the fast-moving consumer goods industry is taking direct marketing seriously.

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Authors and Affiliations

  1. University of the West of England, UK

    Martin Evans

  2. University of Glasgow, UK

    Luiz Moutinho

Authors
  1. Martin Evans
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  2. Luiz Moutinho
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Copyright information

© 1999 Macmillan Publishers Limited

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Evans, M., Moutinho, L. (1999). Strategic Integration of Marketing Communications. In: Contemporary Issues in Marketing. Palgrave, London. https://doi.org/10.1007/978-1-349-14299-6_13

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  • DOI: https://doi.org/10.1007/978-1-349-14299-6_13

  • Publisher Name: Palgrave, London

  • Print ISBN: 978-0-333-67774-2

  • Online ISBN: 978-1-349-14299-6

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