Towards total communications strategies: Is media research keeping pace with change?

Date of publication: October 20, 1998

Author: Sheila Byfield

Abstract:

This book presents a detailed portrait of how the media research world is meeting the challenges of changing consumer and media environments. Its core themes will help media research professionals expand and develop their existing thinking. Many new techniques are included that demonstrate both the international nature of the media business and the important part that media research plays in the total communications industry.

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