References
- Naik, Prasad (2007): “Integrated Marketing Communications: Provenance, Practice and Principles,” in: Ambler, T./Tellis, G.: Handbook of Advertising, Sage Publications, pp. 35 - 53.
- Naik, Prasad; Peters, Kay (2009): “A Hierarchical Marketing Communications Model of Online and Offline Media Synergies,” Journal of Interactive Marketing, Vol. 23 (4), pp. 288 - 299.
- Naik, Prasad; Raman, Kalyan (2003): “Understanding the Impact of Synergy in Multimedia Communications,” Journal of Marketing Research, Vol. 40 (November), pp. 375 - 388.
- Raman, Kalyan; Naik, Prasad (2004): “Long-term Profit Impact of Integrated Marketing Communications Program,” Review of Marketing Science, Vol. 2 (1), Article 8.