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- W2091034107 abstract "1. A History of Integrated Marketing Communications: Why Is It Important Now? 2. How Marketing Communications Works: Or At Least How We Think It Works 3. The Basics of Developing an Integrated Marketing Program: How to Get Started 4. Strategy Is Everything: Planning the Direction of the Communications Program 5. From Strategy to Creative Execution: Capturing the Imagination 6. Compensation: How Much for Doing What? 7. Measurement: What Did We Really Get from All the Time, Work, and Money We Invested? 8. How to Measure Consumer Responses: Establishing Effective Two-Way Communications 9. Barriers to Integration: Overcoming the Stumbling Blocks 10. Two Case Histories: Does Integrated Marketing Communications Really Work?" @default.
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- W2091034107 date "1993-01-11" @default.
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- W2091034107 title "Integrated marketing communications" @default.
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