Liodice, Bob
June 2008
Advertising Age;6/9/2008, Vol. 79 Issue 23, p26
Trade Publication
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.


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