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TitleThe evolution of integrated marketing communications : the customer-driven marketplace
Author edited by Don E. Schultz, Charles H. Patti and Philip J. Kitchen
Imprint London ; New York : Routledge 2011
Edition 1st ed
Descript viii, 134 p. : ill. ; 26 cm.


Introduction: The evolution of IMC: IMC in a customer-driven marketplace -- Integrated markeying xommunications: From media channels to digital connectivity -- Integrated marketing communications measurement and evaluation -- Apples, oranges and fruit salad: A delphi study of thr IMC educational mix -- Building strong brands in a modern marketing a personalist view and ethical omplications -- Rethinking marketing communication: from integrated marketing communication to relationship communication -- IMC: New horizon/false dawn for a marketplace in turmoil?

Communication in marketing Customer services

Communication Arts Library658.802 E93 2011CHECK SHELVES

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