From silos to synergy : a fifty-year review of cross-media research shows synergy has yet to achieve its full potential
Henry Assael
| Year of publication: |
2011
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|---|---|
| Authors: | Assael, Henry |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 51.2011, Supp.1, p. 42-58
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| Subject: | Marketingmanagement | Marketing management | Werbewirkung | Advertising effects | USA | United States | Synergie | Synergy |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009127014