TY  - BOOK
AU  - Lauterborn,Robert F.
AU  - Schultz,Don E.
AU  - Tannenbaum,Stanley I.
TI  - The new marketing paradigm: integrated marketing communications
SN  - 978-0-84423-452-6
U1  - 658.802 
PY  - 1993///
CY  - Limcolnwood
PB  - NTC Business Books
KW  - MARKETING
KW  - MARKETING COMUNICACIONAL
KW  - 658.802 - Temas generales de gerencia de mercadeo- comunicación de mercadeo, mercadeo verde, segmentación de mercados
N1  - Incluye índice
N2  - Contents: A history of integrated marketing communications: why is it important now?. How marketing communications works: or at least how we think it works. The basics of developing an integrated marketing program: how to get started
ER  -