TY  - BOOK
AU  - Kelly,J.Steven
AU  - Jones,Susan K.
AU  - Hagle,Richard A.
TI  - The IMC handbook: readings & cases in integrated marketing communications 
SN  - 9781933199061
U1  - 658.802 22
PY  - 2015///]
CY  - Chicago, IL
PB  - Racom Communications
KW  - Communication in marketing
KW  - BUEsh
KW  - Customer relations
KW  - Management
KW  - COMAME
KW  - July2020
KW  - Reading book
N1  - Includes bibliographical references
N2  - A collection of essay and cases on customer-centered marketing by educators and practitioners in the field. "As long as there have been buyers, makers and sellers, there have been marketing challenges and opportunities. Historically ... the seller had immediate and personal contact with the buyer in the market [or] the bazaar ... While the system was personal, it wasn't very efficient ... As the marketplace evolved, it became more complex, [and] the makers and sellers invented what we now call "marketing" to solve the lack of maker/buyer closeness. In its simplest form, marketing is ... a number of activities makers/sellers use in an attempt to close the gap between themselves and the buyer. For example, the maker/seller now uses tools such as customer research, logistics, and distribution, marketing communication, and the like." From Part I, Reading 1
ER  -