oa Journal of Marketing - Straight talking - there's a new currency in town
|Article Title||Straight talking - there's a new currency in town|
|© Publisher:||Future Publishing|
|Journal||Journal of Marketing|
|Publication Date||Feb 2007|
|Issue||Feb / Mar 2007|
As communication channels move increasingly from mass to self-media, marketers will be challenged to adjust their vision accordingly. Communication reach expectations of the past will become irrelevant and, frankly, unaffordable as media continues to fragment.
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