Böcker av Don E. Schultz

Presents an approach to marketing communications in the 'push-pull' marketplace that combines traditional outbound communications with the inbound or 'pull' media of Internet, mobile communications, and social networks. This book takes a different view - that the marketer and the customer build the ongoing brand value together.

Corporate Globalization has created a growing worldwide demand for guidance on how to apply the principles of integrated marketing communications across borders.