Reshaping the boundaries of marketing communication to bond with consumers

@article{Gambetti2015ReshapingTB,
  title={Reshaping the boundaries of marketing communication to bond with consumers},
  author={Rossella Chiara Gambetti and Don Edwards Schultz},
  journal={Journal of Marketing Communications},
  year={2015},
  volume={21},
  pages={1 - 4}
}
Brands have been traditionally built focusing on continuity and mass media exposure controlled by marketers with the aim of pursuing linear contacts with target markets that could benefit brands. Linearity typically translated into a brand communication approach characterized by a one-to-many message exchange and targeting, which was designed according to a unilateral communication logic (Schultz, Block, and Raman 2012). On that logic rested the classic marketing concept that was built on… 
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