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Publisher: McGraw-Hill Higher Education
IMC goes beyond most books on the market today to concentrate not only on functions but also on integration and organization - the very foundations of effective marketing. Answering questions of "when to use, how to use, and who should be involved, " it provides concrete tools and strategies for managing the ongoing dialogue between buyers and sellers, creating and sending convincing brand messages, developing IT and database-driven communication -- and truly integrating the consumer into all aspects of B2B and B2C marketing.Duncan, Tom is the author of 'Imc Using Advertising and Promotion to Build Brands' with ISBN 9780256214765 and ISBN 025621476X.
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