Marketing Convergence

Spiegel (marketing, Northwestern U.) and Jones (marketing, Ferris State U.) show how to market products and services using the Internet and how to integrate marketing across all media. They describe critical components of successful convergence and integration, offer tips on avoiding hidden costs of [...]
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Spiegel (marketing, Northwestern U.) and Jones (marketing, Ferris State U.) show how to market products and services using the Internet and how to integrate marketing across all media. They describe critical components of successful convergence and integration, offer tips on avoiding hidden costs of the new media, examine the most profitable ways o