True Synergy for Real Effects: How to Control Integrated Marketing Successfully

True Synergy for Real Effects: How to Control Integrated Marketing Successfully

Bibliographic Details
Main Authors: Naik Prasad A., Peters Kay
Format: Article
Language:English
Published: Sciendo 2015-05-01
Series:GfK Marketing Intelligence Review
Subjects:
Crossmedia
Synergy
Advertising
Online and Off-line Media
Integrated Marketing
Advertising Effects
Media Planning
Budget Allocation
Online Access:http://www.degruyter.com/view/j/gfkmir.2015.7.issue-1/gfkmir-2015-0005/gfkmir-2015-0005.xml?format=INT
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spelling doaj-45bcad223a474d808e2e34ff09480b992020-11-25T00:18:43ZengSciendoGfK Marketing Intelligence Review1865-58662015-05-0171344110.1515/gfkmir-2015-0005gfkmir-2015-0005True Synergy for Real Effects: How to Control Integrated Marketing SuccessfullyNaik Prasad A.0Peters Kay1Professor of Marketing, Graduate School of Management, University of California, Davis, U.S.A.Professor of Marketing, Business School, University of Hamburg, Germany, Visiting Assistant Professor of Marketing, GSM, University of California, Davis, U.S.A.http://www.degruyter.com/view/j/gfkmir.2015.7.issue-1/gfkmir-2015-0005/gfkmir-2015-0005.xml?format=INTCrossmediaSynergyAdvertisingOnline and Off-line MediaIntegrated MarketingAdvertising EffectsMedia PlanningBudget Allocation
collection DOAJ
language English
format Article
sources DOAJ
author Naik Prasad A.
Peters Kay
spellingShingle Naik Prasad A.
Peters Kay
True Synergy for Real Effects: How to Control Integrated Marketing Successfully
GfK Marketing Intelligence Review
Crossmedia
Synergy
Advertising
Online and Off-line Media
Integrated Marketing
Advertising Effects
Media Planning
Budget Allocation
author_facet Naik Prasad A.
Peters Kay
author_sort Naik Prasad A.
title True Synergy for Real Effects: How to Control Integrated Marketing Successfully
title_short True Synergy for Real Effects: How to Control Integrated Marketing Successfully
title_full True Synergy for Real Effects: How to Control Integrated Marketing Successfully
title_fullStr True Synergy for Real Effects: How to Control Integrated Marketing Successfully
title_full_unstemmed True Synergy for Real Effects: How to Control Integrated Marketing Successfully
title_sort true synergy for real effects: how to control integrated marketing successfully
publisher Sciendo
series GfK Marketing Intelligence Review
issn 1865-5866
publishDate 2015-05-01
topic Crossmedia
Synergy
Advertising
Online and Off-line Media
Integrated Marketing
Advertising Effects
Media Planning
Budget Allocation
url http://www.degruyter.com/view/j/gfkmir.2015.7.issue-1/gfkmir-2015-0005/gfkmir-2015-0005.xml?format=INT
work_keys_str_mv AT naikprasada truesynergyforrealeffectshowtocontrolintegratedmarketingsuccessfully
AT peterskay truesynergyforrealeffectshowtocontrolintegratedmarketingsuccessfully
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