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Ch 14: Introduction to Integrated Marketing Communications (IMC)

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Ch 14: Introduction to Integrated Marketing Communications (IMC)

Hi, and welcome to this discussion on designing and managing integrated marketing communications. In previous chapters we’ve reviewed product, price, and place concepts. With this chapter we have now moved on to the final marketing “P”: promotions. In this lecture we’ll review promotions concepts including:

• Integrated marketing communications and what’s included and
• How to develop effective communications

Let’s get started!


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