{"product_id":"integration-of-marketing-communications-in-historical-development-von-michael-baron","title":"Integration of Marketing Communications in Historical Development","description":"\u003cp\u003eIt has taken advertisers many years to develop  integrated advertising communication strategies that  could incorporate many or all traditional marketing  communication channels that developed separately,  such as billboards, magazine advertising, television  and radio. All of the marketing communication  channels were usually integrated with one another in  order to produce messages that were comprehensive as  well as unified across all of these channels.  However, the rapid development and growth of  Internet communications resulted in the need to  review traditional approaches towards advertising to  accommodate the new communication medium. Initially  (in the late 1990s) there appeared to be a lot of  confusion about the role Internet communications  were to play in advertising campaigns and whether  they were destined to supplement traditional  marketing communications or to replace them. It was  also not clear how to combine interactive  communications with non-interactive ones.  This book (Ph.D Thesis) discusses issues involved in  integration of traditional and interactive marketing  communication channels.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783838322728\"\u003e\u003ch3\u003eHow to Integrate Websites and Magazine Advertisements\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9783838322728","offer_id":39498878353501,"sku":"9783838322728","price":79.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/75f0cda9-0ba0-455f-8520-085e4125df44.jpg?v=1758345787","url":"https:\/\/shop.autorenwelt.de\/en\/products\/integration-of-marketing-communications-in-historical-development-von-michael-baron","provider":"Autorenwelt Shop","version":"1.0","type":"link"}