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.
Corporate Communications: An International Journal – Emerald Publishing
Published: Sep 1, 2002
Keywords: Communications; Marketing strategy; Postmodernism
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