Market-back approach to the design of integrated communications programs: A change in paradigm and a focus on determinants of success

David W. Stewart

doi:10.1016/S0148-2963(96)00064-1

Market-back approach to the design of integrated communications programs: A change in paradigm and a focus on determinants of success

David W. Stewart

University of Southern California

Research output: Contribution to journal › Article › peer-review

Original language	English
Pages (from-to)	147-153
Number of pages	7
Journal	Journal of Business Research
Volume	37
Issue number	3
DOIs	https://doi.org/10.1016/S0148-2963(96)00064-1
State	Published - Nov 1996
Externally published	Yes

ASJC Scopus Subject Areas

Marketing

Access to Document

10.1016/S0148-2963(96)00064-1

Cite this

@article{267cc2dbdfe34c479085727fe3bde438,

title = "Market-back approach to the design of integrated communications programs: A change in paradigm and a focus on determinants of success",

author = "Stewart, \{David W.\}",

year = "1996",

month = nov,

doi = "10.1016/S0148-2963(96)00064-1",

language = "English",

volume = "37",

pages = "147--153",

journal = "Journal of Business Research",

issn = "0148-2963",

publisher = "Elsevier",

number = "3",

}

TY - JOUR

T1 - Market-back approach to the design of integrated communications programs

T2 - A change in paradigm and a focus on determinants of success

AU - Stewart, David W.

PY - 1996/11

Y1 - 1996/11

UR - https://www.scopus.com/pages/publications/0030295456

UR - https://www.scopus.com/pages/publications/0030295456#tab=citedBy

U2 - 10.1016/S0148-2963(96)00064-1

DO - 10.1016/S0148-2963(96)00064-1

M3 - Article

AN - SCOPUS:0030295456

SN - 0148-2963

VL - 37

SP - 147

EP - 153

JO - Journal of Business Research

JF - Journal of Business Research

IS - 3

ER -

Market-back approach to the design of integrated communications programs: A change in paradigm and a focus on determinants of success

ASJC Scopus Subject Areas

Access to Document

Other files and links

Cite this