Ferrell and Hartline (2014) define it as a strategic, coordination use of promotion to create one consistent message across multiple channels to ensure maximum persuasive impact on current (ME!) and prospective customers (p. 179). Now imagine, the task of the team in 1993 as opposed to the team in 2015. The differences in enhanced technology and readily available social media have shifted immensely to enhance the experience on both sides of the spectrum even though the basic principles are inherently still
Ferrell and Hartline (2014) define it as a strategic, coordination use of promotion to create one consistent message across multiple channels to ensure maximum persuasive impact on current (ME!) and prospective customers (p. 179). Now imagine, the task of the team in 1993 as opposed to the team in 2015. The differences in enhanced technology and readily available social media have shifted immensely to enhance the experience on both sides of the spectrum even though the basic principles are inherently still