True Synergy for Real Effects: How to Control Integrated Marketing Successfully
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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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1725374925217202176 |