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- W589044228 abstract "I. INTRODUCTION. Integrated Marketing Communications. Systems Concepts. A Systems Model of Integrated Marketing Communications. II. STRATEGY AND TACTICS. Corporate Strategy and Tactics. Marketing Strategy and Tactics. Marketing Communications Strategy and Tactics. III. OBJECTIVES, BUDGETING, AND CONTROL. Objectives and Performance Measures. Budget. Monitoring and Control. IV. ANALYSIS AND PLANNING. Analysis and Planning: Strategy Selection. Analysis and Planning: Objective Setting. Analysis and Planning: Budgeting. V. THE MARKETING COMMUNICATIONS SYSTEM AT LARGE. Lessons in Integration. Glossary. Index." @default.
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- W589044228 title "Integrated Marketing Communications: A Systems Approach" @default.
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