8. Discuss the role that IMC assumes in the marketing mix. That is, how is this element...
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8. Discuss the role that IMC assumes in the marketing mix. That is, how is this element of the mix coordinated with pricing, distribution, and product functions?
(LO 2-5)
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Advertising And Promotion An Integrated Marketing Communications Perspective
ISBN: 9781260570991
12th International Edition
Authors: George Belch, Michael Belch
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