Changing Channels : a framework for communication planning in a media intensive society
Thesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management, 2009. === Includes bibliographical references (p. 38-40). === In today's media intensive society, where consumers are well equipped to resist advertisers' strategies, creative and messages, it is becoming i...
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| Format: | Others |
| Language: | English |
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Massachusetts Institute of Technology
2009
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| Online Access: | http://hdl.handle.net/1721.1/49767 |