TITLE

Building on Tradition

AUTHOR(S)
Bunish, Christine; MacArthur, Kate; Neff, Jack
PUB. DATE
April 2000
SOURCE
Advertising Age;2000 Special Issue, Vol. 71, p72
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Presents a roundtable discussion with management personnel at large, traditional companies in the United States concerning the effect of the Internet on their respective companies. Companies which include Sears, Roebuck and Co., MasterCard International, McDonald's International, and Procter & Gamble Co.; Need for mass media in advertising until the Internet is able to contact small niche groups; Interactive advertising.
ACCESSION #
3011616

 

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