Integrated Marketing Communications: A Systems Approach
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A text for advanced undergraduate and marketing students, those in MBA courses, and new marketing communications managers, dealing with the intersection between marketing communications and strategic marketing. Part I introduces the concept of integrated marketing communication, systems concepts, and the systems model presented in the text. Part II presents the systems model and related strategy and tactics, and Part III describes objectives and performance measures, budgets, and monitoring and control. Part IV involves analysis and planning, and Part V is devoted to principles of systems integration. Includes chapter summaries and discussion questions. Annotation c. by Book News, Inc., Portland, Or.
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