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...
CITATION STYLE
Schultz, D., Malthouse, E. C., & Pick, D. (2012). From CM to CRM to CN2: A Research Agenda for the Marketing Communications Transition. In Advances in Advertising Research (Vol. III) (pp. 421–432). Gabler Verlag. https://doi.org/10.1007/978-3-8349-4291-3_32
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