Marketing mix through the integration of new and traditional media: a review of recent literature
The advertising trend has stimulated towards communicating persuasive messages of a product using two or more media, especially through the integration of traditional media and new media. Contributing to this current issue in advertising research, the purpose of this paper is to explore the current...
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| Format: | Article |
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Inderscience Publishers
2013
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| Online Access: | http://psasir.upm.edu.my/id/eprint/27873/ http://www.inderscienceonline.com/doi/abs/10.1504/IJSEI.2013.052756 |
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