Beyond Media?
While 'traditional' media have fragmented and proliferated, and been joined from time to time by 'new media', thinking about the marketing mix has increasingly recognised that, in Sergio Zyman's words, 'everything...
Beyond media?
This introduction to five articles focussing on non-traditional communication channels (Beyond media focus) discusses how the pressure for media neutrality has brought about truly integrated marketing incorporating PR, point of sale, brand-embedding and viral marketing.
