Author： Proctor Tony Kitchen Philip
Publisher： Emerald Group Publishing Ltd
ISSN： 1356-3289
Source： Corporate Communications: An International Journal, Vol.7, Iss.3, 2002-08, pp. : 144-154
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Abstract
Successful marketing strategies in the twenty-first century require successful communication strategies and this requires more creative thinking allied to an integrated approach to all communication activities. A postmodernist perspective and the influence of societal pressure now challenge the assertion that marketing is a rational formal process of analysis, planning, implementation and control.
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