True Synergy for Real Effects: How to Control Integrated Marketing Successfully
Naik Prasad A.,
Peters Kay
Affiliations
Naik Prasad A.
Professor of Marketing, Graduate School of Management, University of California, Davis, U.S.A.
Peters Kay
Professor of Marketing, Business School, University of Hamburg, Germany, Visiting Assistant Professor of Marketing, GSM, University of California, Davis, U.S.A.
