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Marketing Communication: An Integrated Approach - 3 ed.
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Chapter 1 - Integrated Marketing Communication-Past Present and Future
Chapter 2 - Factors influencing MC Decsions
Chapter 3 - Marketing Communication Planning and Campaign Tactics
Chapter 4 - Persuasive Communication
Chapter 5 - Advertising
Chapter 6 - Advertising creativity
Chapter 7 - Advertising Media and media planning
Chapter 8 - Personal selling
Chapter 9 - Shopper Marketing
Chapter 10 - Direct Response and Database Marketing
Chapter 11 - PR and word-of-mouth management
Chapter 12 - Sponsorship and event marketing
Chapter 13 - Alternative Communication Channels
Chapter 14 - Digital Media Marketing
Chapter 15 - Evaluating the effectiveness of the IMC tools
Assessment Questions
Assessment Questions
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Marketing Communication: An Integrated Approach - 3 ed.
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