The planning process associated with integrated communications may be particularly important to retailers as they cope with increased competition and diverging channels. This paper reviews the integrated process with a particular eye to brand building. Examples of retail applications are also provided, including issues related to customer databases.
|Number of pages||7|
|Journal||Journal of Marketing Communications|
|State||Published - 2001|
- Behavioural Segmentation
ASJC Scopus subject areas
- Business and International Management