Interactive integrated marketing communication: combining the power of IMC, the new media and database marketing
John A. Schibrowsky, James W. Peltier and Don E Schultz
The interactivity of the new electronic media requires that a database-driven segmentation approach to communication strategy be employed to take advantage of its uniqueness.
Interactive Integrated Marketing Communication:
Combining The Power Of IMC, The New Media And Database
Marketing
James
W. PeltierUniversity of WisconsinJohn A.
SchibrowskyUniversity of Nevada
andDon E. Schultz
Northwestern University
Introduction
Over
the...
