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True Synergy for Real Effects: How to Control Integrated Marketing Successfully

References Naik, Prasad (2007): “Integrated Marketing Communications: Provenance, Practice and Principles,” in: Ambler, T./Tellis, G.: Handbook of Advertising, Sage Publications, pp. 35 - 53. Naik, Prasad; Peters, Kay (2009): “A Hierarchical Marketing Communications Model of Online and Offline Media Synergies,” Journal of Interactive Marketing, Vol. 23 (4), pp. 288 - 299. Naik, Prasad; Raman, Kalyan (2003): “Understanding the Impact of Synergy in Multimedia Communications,” Journal of Marketing Research, Vol. 40

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