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Research papers

Integrated marketing communications

This paper focuses on the subject of Integrated MarketingCommunications. As marketers are observed moving away fromtraditional admass strategies, towards those that are more personalised,customer oriented and technology driven, IMC has emerged as...

Catalogue: ESOMAR Worldwide Advertising Conference 2000
Authors: Susan Baker, Helen Mitchell
November 1, 2000
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Citation

Baker and Mitchell (2000a, November 01). Integrated marketing communications. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/integrated-marketing-communications