Principles of Marketing, Student Value Edition (17th Edition)
17th Edition
ISBN: 9780134461526
Author: Philip T. Kotler, Gary Armstrong
Publisher: PEARSON
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Chapter 14, Problem 14.3DQ
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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Principles of Marketing, Student Value Edition (17th Edition)
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