From CM to CRM to CN 2 : a research agenda for the marketing communications transition
Don Schultz; Edward C. Malthouse; Doreen Pick
| Year of publication: |
2012
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|---|---|
| Authors: | Schultz, Don E. ; Malthouse, Edward C. ; Pick, Doreén |
| Published in: |
Current insights and future trends : [extended versions of papers presented at the 10th ICORIA (International Conference on Research in Advertising), held in Berlin, Germany, in June 2011]. - Wiesbaden : Springer Gabler, ISBN 3-8349-4290-1. - 2012, p. 421-432
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| Subject: | Marketingtheorie | Marketing theory | Beziehungsmarketing | Relationship marketing | IT-Management | IT management | Strategisches Management | Strategic management |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009748079