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1-2 of 2 results for Author: philip j. kitchen (sorted by Publication Date, showing all)
  1. Word of Mouth and Social Media

    Edited by Allan J. Kimmel, Philip J. Kitchen

    This collection examines a key new development in the contemporary marketing landscape, the relationship between the informal exchange of information and advice among consumers – known as word of mouth (WOM) – and emerging social media. Whereas WOM has been around since as long as people have...

    Published July 23rd 2014 by Routledge

  2. The Evolution of Integrated Marketing Communications

    The Customer-driven Marketplace

    Edited by Don Schultz, Charles H. Patti, Philip J. Kitchen

    This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC;...

    Published July 4th 2014 by Routledge

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