Marketing: An Introduction (13th Edition)
13th Edition
ISBN: 9780134149530
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Chapter 12, Problem 12.2DQ
Summary Introduction
To discuss: The integrated marketing communication (IMC) and the way to implement it.
Introduction:
Integrated marketing communication (IMC) is a method of reaching the objectives of a marketing campaign through a well-coordinated use of various promotional methods that are planned to support each other.
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Marketing: An Introduction (13th Edition)
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