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Kumar, 2012 - Google Patents

Managing marketing mix and communications in a digital era: the role of traditional and new media in a multichannel environment

Kumar, 2012

Document ID
1473709171529897592
Author
Kumar A
Publication year

External Links

Snippet

Fueled by technological advancement firms' marketing mix strategies with respect to price, promotion, product, and place (4Ps) have been redefined and restructured several times. For example, firms' existing communication methods such as newspaper, radio, catalog, and …
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Classifications

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