In the article, Nowak and Phelps identify three broad conceptualizations of IMC, i.e. (a) one voice, (b)

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In the article, Nowak and Phelps identify three broad conceptualizations of IMC, i.e.

(a) one voice,

(b) integrated communications and

(c) co-ordinated marketing communications campaigns. Which do you believe is the most appropriate conceptualization of IMC? If you do not agree with any of the three, what conceptualization would you propose?

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Shameen Tahir

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