Mike Berry
Ashgate
Hardback
256
1998
This book evaluates the strengths and weaknesses of key disciplines: direct marketing sales promotion and advertising both separately and in combination so that the reader can see how to structure integrated marketing programmes which centre on the profitable exploitation of customer relationships and select the media accordingly. Mike Berry paints a picture of how an integrated communications agency should look and how it should be structured for maximum effectiveness. The theory is backed up with insightful case studies from companies such as Microsoft BMW and Shell.
Ashgate
Hardback
256
1998
This book evaluates the strengths and weaknesses of key disciplines: direct marketing sales promotion and advertising both separately and in combination so that the reader can see how to structure integrated marketing programmes which centre on the profitable exploitation of customer relationships and select the media accordingly. Mike Berry paints a picture of how an integrated communications agency should look and how it should be structured for maximum effectiveness. The theory is backed up with insightful case studies from companies such as Microsoft BMW and Shell.