Managing marketing communication in a multi-channel system [electronic resource] / Don E. Schultz.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. Multichannel marketing: Publisher: London : Henry Stewart Talks, 2008Description: 1 online resource (1 streaming video file (47 min.) : color, sound)Other title: Managing marketing communication in a multichannel systemSubject(s): Internet marketing | Multilevel marketingOnline resources: Click here to access online | Series 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.