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Synopsis
Using a systems approach, this text explores the vital link between the marketing communications mix and strategic marketing. How-to in focus, it leads students step-by-step through the entire process of planning and managing the marketing communications tools to ensure the attainment of marketing and corporate-level goals. *Introduces the concept of integrated marketing communications (IMC), systems concepts used to build the systems model of IMC, and a specific systems model of IMC *Explores, in depth, the core of the systems model: strategy and tactics; viewing them as a process hierarchy or decision tree
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Integrated Marketing Communications: A Systems Approach
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Lebanon, Indiana, U.S.A.: Prentice Hall, 1997
ISBN 10: 0132056186
ISBN 13: 9780132056182
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Integrated Marketing Communications - A Systems Approach
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Integrated Marketing Communications - A Systems Approach
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Integrated Marketing Communications
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Integrated Marketing Communications
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Integrated Marketing Communications
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