Work

Market-back approach to the design of integrated communications programs: A change in paradigm and a focus on determinants of success

Year: 1996

Type: article

Source: Journal of Business Research

DOI: 10.1016/s0148-2963(96)00064-1

Author: David W. Stewart

Institution: University of Southern California

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W1964973566

FWCI: 16.34

Cites: 24

Cited by: 100

Related to: 10