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Integrated marketing communications measurement and evaluation

Ewing, Michael T 2011, Integrated marketing communications measurement and evaluation. In Schultz, Don, Patti, Charles and Kitchen, Philip (ed), The evolution of integrated marketing communications: the customer-driven marketplace, Routledge, Abingdon, Eng., pp.29-43, doi: 10.4324/9781315872728.

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Title Integrated marketing communications measurement and evaluation
Author(s) Ewing, Michael TORCID iD for Ewing, Michael T orcid.org/0000-0002-2260-2761
Title of book The evolution of integrated marketing communications: the customer-driven marketplace
Editor(s) Schultz, Don
Patti, Charles
Kitchen, Philip
Publication date 2011
Chapter number 3
Total chapters 8
Start page 29
End page 43
Total pages 15
Publisher Routledge
Place of Publication Abingdon, Eng.
Keyword(s) integrated marketing communications
measurement
evaluation
electronic communication systems
integrated communication systems
ISBN 9781315872728
Language eng
DOI 10.4324/9781315872728
HERDC Research category B1.1 Book chapter
ERA Research output type B Book chapter
Copyright notice ©2011, Taylor & Francis
Persistent URL http://hdl.handle.net/10536/DRO/DU:30101268

Document type: Book Chapter
Collection: Faculty of Business and Law
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