IMC: Using Advertising and Promotion to Build Brands
- ISBN-10
- 025621476X
- ISBN-13
- 9780256214765
- Category
- Brand name products
- Pages
- 783
- Language
- English
- Published
- 2002
- Publisher
- McGraw-Hill Companies
- Author
- Thomas R. Duncan
Description
IMC goes beyond most books on the market today to concentrate not only on functions but also on integration and organization - the very foundations of effective marketing. Answering questions of "when to use, how to use, and who should be involved, " it provides concrete tools and strategies for managing the ongoing dialogue between buyers and sellers, creating and sending convincing brand messages, developing IT and database-driven communication -- and truly integrating the consumer into all aspects of B2B and B2C marketing.
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