Are sales figures important when evaluating integrated marketing communications? How should marketers use hard data such as
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Are sales figures important when evaluating integrated marketing communications? How should marketers use hard data such as redemption rates, response rates and store traffic in the evaluation of marketing communications? In terms of accountability, how important are behavioral measures of IMC effectiveness?
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Related Book For 
Integrated Advertising Promotion And Marketing Communications
ISBN: 9780134484136
8th Edition
Authors: Kenneth E. Clow, Donald E. Baack
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