Social media: The new hybrid element of the promotion mix

Business Horizons

Volumn 52, Issue 4, 2009, Pages 357-365

  Mangold, W Glynn ^a   Faulds, David J ^b  

^a MURRAY STATE UNIVERSITY   (United States)

^b UNIVERSITY OF LOUISVILLE   (United States)

Author keywords

Consumer generated media; Integrated marketing communications; Promotion mix; Social media

Indexed keywords

EID: 67349268124     PISSN: 00076813     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.bushor.2009.03.002     Document Type: Article

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