From CM to CRM to CN2: A Research Agenda for the Marketing Communications Transition

  • Don Schultz
  • Edward C. Malthouse
  • Doreen Pick
Part of the European Advertising Academy book series (EAA)


Marketing, and particularly marketing communication (marcom), has experienced dramatic transitions over the last 60 years. From the dependency on mass media to the development of data-based systems, to today’s digitally-driven, interactive approaches, marcom has evolved based on new approaches and methodologies that were not even imagined six decades ago.


Mobile Device Social Medium Distribution Channel Customer Relationship Management Relationship Marketing 
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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden 2012

Authors and Affiliations

  • Don Schultz
    • 1
  • Edward C. Malthouse
    • 2
  • Doreen Pick
    • 3
  1. 1.Northwestern UniversityUSA
  2. 2.Northwestern UniversityGermany
  3. 3.Free University BerlinGermany

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