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IMC: Using Advertising and Promotion to Build Brands - Softcover

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9780256214765: IMC: Using Advertising and Promotion to Build Brands

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This is an applied text with a strong brand message. Most texts on the market teach functions but neglect integration and organization, which should be the very foundation of Marketing. This text answers the questions of when to use, how to use, and who should be involved in the interrelated functions of Marketing today. This text also teaches the cost effectiveness of developing brand relationship (managing the ongoing dialogue between buyer and seller)--and how to truly integrate the consumer into Business-to-business marketing vs. Business-to-consumer marketing (B2B and B2C).

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9780071123822: IMC: Using Advertising and Promotion to Build Brands: With Powerweb

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ISBN 10:  0071123822 ISBN 13:  9780071123822
Publisher: Mcgraw Hill Higher Education, 2002
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Published by McGraw-Hill Publishing Co., 2002
ISBN 10: 025621476X ISBN 13: 9780256214765
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Duncan, Tom
Published by McGraw-Hill Publishing Co., 2001
ISBN 10: 025621476X ISBN 13: 9780256214765
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