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Response to Probability Markers in Advertising of Hedonic and Utilitarian Services in Belgium and Croatia Read chapter Read first chapter

2012 | OriginalPaper | Chapter

From CM to CRM to CN2: A Research Agenda for the Marketing Communications Transition

Authors : Don Schultz, Edward C. Malthouse, Doreen Pick

Published in: Advances in Advertising Research (Vol. III)

Publisher: Gabler Verlag

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Abstract

Marketing, and particularly marketing communication (marcom), has experienced dramatic transitions over the last 60 years. From the dependency on mass media to the development of data-based systems, to today’s digitally-driven, interactive approaches, marcom has evolved based on new approaches and methodologies that were not even imagined six decades ago.

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Metadata
Title
From CM to CRM to CN2: A Research Agenda for the Marketing Communications Transition
Authors
Don Schultz
Edward C. Malthouse
Doreen Pick
Copyright Year
2012
Publisher
Gabler Verlag
Book
Advances in Advertising Research (Vol. III)

Print ISBN: 978-3-8349-4290-6

Electronic ISBN: 978-3-8349-4291-3

Copyright Year: 2012

DOI
https://doi.org/10.1007/978-3-8349-4291-3_32