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Communication and Multi-Media

— The Example of Spain

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Abstract

This essay shows the Multi-Media (MM) use as a strategic means of public communicators, companies, political parties and institutions, etc. within their communication mix.

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Litreratur

  • Woodward, J. (1965): Industrial Organization: Theory and Practice, Oxford UniversityPress; see also: Lawrence, P. & Lorch, J. (1967): Organization and Environment: managing Differentiation and Integration, Richard D. Irwin. Homewood, Illinois

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  • Mazo Del Castillo, J.M. and Perez Alberto.: La respuesta comunicativa: neivos sistemaspara para un nuevo entorno, in “La empresa espaniola ante el reto de la CEE”

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Authors
  1. Rafael Alberto Perez
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Editor information

Editors and Affiliations

  1. Universität Gesamthochschule Kassel, Deutschland

    Reinhard Hünerberg (Universitätsprofessor für Marketing) (Universitätsprofessor für Marketing)

  2. Deutschland

    Gilbert Heise (Wissenschaftlicher Mitarbeiter am Lehrstuhl von Professor Hünerberg) (Wissenschaftlicher Mitarbeiter am Lehrstuhl von Professor Hünerberg)

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© 1995 Betriebswirtschaftlicher Verlag Dr. Th. Gabler GmbH, Wiesbaden

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Perez, R.A. (1995). Communication and Multi-Media. In: Hünerberg, R., Heise, G. (eds) Multi-Media und Marketing. Gabler Verlag. https://doi.org/10.1007/978-3-322-83586-4_10

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  • DOI: https://doi.org/10.1007/978-3-322-83586-4_10

  • Publisher Name: Gabler Verlag

  • Print ISBN: 978-3-409-13687-7

  • Online ISBN: 978-3-322-83586-4

  • eBook Packages: Springer Book Archive

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