TY - JOUR
AU - Philip Kitchen
AB - Successful marketing strategies in the twenty‐first century require successful communication strategies and this requires more creative thinking allied to an integrated approach to all communication activities. A postmodernist perspective and the influence of societal pressure now challenge the assertion that marketing is a rational formal process of analysis, planning, implementation and control.
TI - Communication in postmodern integrated marketing
JF - Corporate Communications An International Journal
DO - 10.1108/13563280210436754
DA - 2002-09-01
UR - https://www.deepdyve.com/lp/emerald-publishing/communication-in-postmodern-integrated-marketing-2BJhN4eLtz
SP - 144
EP - 154
VL - 7
IS - 3
DP - DeepDyve
ER -