Original language | English |
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Title of host publication | Proceedings of the Third International Research Seminar on Marketing Communications and Consumer Behavior |
Editors | Yves Evrard, Wayne D. Hoyer, Alain Strazzieri |
Publisher | Institut d'Administration des Entreprises d'Aix-en-Provence |
Publication date | 1999 |
Pages | pp. 118-134 |
Publication status | Published - 1999 |
Externally published | Yes |
The Organization as Sender and Receiver: Carrying the Marketing Communication Process Full Circle
Research output: Chapter in Book/Report/Conference proceeding › Book chapter › Research