Marketing Communications: A Means to an End
Frank Sonnenberg
(Director of Marketing Planning and Product Development for the Management Consulting Group of Arthur Young)
Tammy Mitchell
(Communications Consultant in New York City)
381
Abstract
“This advertisement is a great success. We're winning all kinds of awards.” Shouldn't any company be proud of such an accomplishment? Not necessarily.
Citation
Sonnenberg, F. and Mitchell, T. (1987), "Marketing Communications: A Means to an End", Journal of Business Strategy, Vol. 7 No. 4, pp. 81-86. https://doi.org/10.1108/eb039179
Publisher
:MCB UP Ltd
Copyright © 1987, MCB UP Limited