The New Marketing Paradigm
by Don E. Schultz, Robert F. Lauterborn
? The New Marketing Paradigm — Read More ?
- Author: Don E. Schultz, Robert F. Lauterborn
- Release date: November 11, 1996
- Format: paperback
- Language: english
- Publisher: McGraw-Hill Companies
- ISBN: 9780844234526 (0844234524)
About The Book
Tells why mass marketing no longer works — and shows how integrated communications programs can respond to each customer.
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