Managing marketing communication in a multi-channel system [electronic resource] / Don E. Schultz.
Material type:
FilmPublisher number: 1865 | Henry Stewart TalksSeries: Henry Stewart talks. Marketing & management collection. Multichannel marketingPublication details: London : Henry Stewart Talks, 2008.Description: 1 online resource (1 streaming video file (47 min.) : color, sound)Other title: - Managing marketing communication in a multichannel system
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Chinhoyi University of Technology Libraries | Chinhoyi University of Technology Libraries | Available |
Animated audio-visual presentation with synchronized narration.
Title from title frames.
Contents: Transition from outbound or ́ push ́ system only to ́ push-pull system ́ including inbound or ́ pull ́ communication -- Changing business models -- Need for demand chains -- From product to service branding -- Network communication models -- Four communication resources -- Measurement and evaluation.
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Mode of access: World Wide Web.
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