Managing Media and Advertising Change with Integrated Marketing

Bobby J. Calder and Edward C. Malthouse

This article defines the integrated marketing process and shows how it can be used to improve advertising.

Managing Media and Advertising Change with Integrated Marketing

Bobby J. Calder Kellogg School of Management, Medill School of Journalism

Edward C. Malthouse Medill School of Journalism

INTRODUCTION

The World Of Media and advertising is changing. A dominant...

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