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Integrated Marketing Communications Guide by hiphuonganhne is a document available to read on EtoBox.
What is Integrated Marketing Communications Guide about?
The document discusses Integrated Marketing Communications (IMC) and its importance in effectively communicating customer value through a coordinated promotion mix that includes advertising, sales promotion, public relations, personal selling, and direct marketing. It outlines the steps for developing effective marketing communications and the factors influencing the promotion mix, such as product type and market stage. Additionally, it describes two primary promotion strategies: push and pull, highlighting
- Author
- hiphuonganhne
- Language
- EN