TITLE

ESSENTIALS FOR INTEGRATED MARKETING

AUTHOR(S)
Liodice, Bob
PUB. DATE
June 2008
SOURCE
Advertising Age;6/9/2008, Vol. 79 Issue 23, p26
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses key elements for integrated marketing communications (IMC). The author states that the increase in IMC was pushed by a power shift from marketer to consumer. The author explains that consumer insight that can be translated into a differentiated marketing strategy is the first important element to an IMC campaign. The article also discusses common measurement process, functional silos, and professional skills.
ACCESSION #
32578995

 

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