A Decision Sequence Analysis of Developments in Marketing Communication
Open Access
- 1 January 1973
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 37 (1) , 29-38
- https://doi.org/10.1177/002224297303700105
Abstract
The promotional and marketing communication efforts of a business can be greatly improved through proper application of behavioral and quantitative tools. What tools have been used to improve marketing communication? How will the application of these tools affect future research and business practice?Keywords
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