act local”, and it will provide guidelines and best practices to consider when putting a plan in place. IMC requires ICP; that is, Integrated Marketing Communications requires Integrated ...
Deighton, J. A. "The Concept of Integrated Marketing Communications." In The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications ...
Merry Baskin advises on how to plan and implement effective integrated marketing campaigns. Our industry's raison d'etre is communication, yet laxity about the definitions of the professional ...
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