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Lecture Advertising and promotion (2/e) – Chapter 2: Integrated marketing communication

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Chapter 2 - Integrated marketing communication: how marketing communication evolved. The goals of this chapter are: To review the concept of marketing, examining how marketing communications has changed; to introduce and define the concept of integrated marketing communication (IMC); to examine reasons for the increasing importance of IMC;. | Lecture Advertising and promotion (2/e) – Chapter 2: Integrated marketing communication

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