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oa Journal of Marketing - Straight talking - there's a new currency in town

 

Abstract

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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/content/mfsa1/2007/02/EJC74758
2007-02-01
2016-12-04
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