Everything communicates. Any action that a company takeswill leave an impression on its consumers. IntegratedMarketing Communications is about the coherent,consistent and clear use of a company's communicationoptions. The text provides students with a solidunderstanding of all of the major marketing communicationfunctions and media alternatives, and the processes forintegrating these activities in the most effective and efficientway in order to develop long-term, profitable customer relationships that build brands and create brand equity.
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The founder of the Integrated Marketing Communication graduate program at the University of Colorado-Boulder, where he currently teaches. He is also a consultant to both companies and agencies on IMC and brand building. Before becoming a professor, Duncan worked in the industry for 15 years. He started his career in marketing research and account management at the Leo Burnett advertising agency's worldwide headquarters in Chicago. He worked on such accounts as Kentucky Fried Chicken and Procter & Gamble. He then went to the client side, where he was director of marketing services for Eckrich Processed Meats, a division of Beatrice Foods, and later vice president of marketing at Jeno's Frozen Foods, where he was responsible for new products.
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Book Description McGraw-Hill, 2008. Paperback. Book Condition: New. Bookseller Inventory # P110077111206
Book Description McGraw-Hill Higher Education, 2007. Paperback. Book Condition: Brand New. 672 pages. In Stock. Bookseller Inventory # zk0077111206
Book Description The McGraw-Hill Company. Book Condition: New. pp. 672. Bookseller Inventory # 4222108