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  • Marketing communications and environmental turbulence : a complexity theory view 

    Mason, Roger Bruce (International Foundation for Research & Development (IFRD)http://ifrnd.org/Research%20Papers/J6%284%292.pdf, 2014-04)
    This paper investigates how the choice of different marketing communications activities is influenced by the nature of the company’s external environment, when viewing the environment through a complexity theory lens. A ...