A method for the selection of appropriate business-to-business integrated marketing communications mixes
LL Garber Jr, MJ Dotson - Journal of marketing communications, 2002 - Taylor & Francis
Integrated marketing communications (IMC) are expressly conceived for appropriate
communications strategy planning in the increasingly interactive, fragmented, cluttered and
global communications environment that is today's market-place. To be effective, the aspect
of the IMC model that is concerned with communication from the manufacturer or distributor
to the consumer proposes that marketers must now more than ever ensure that the sum ...
communications strategy planning in the increasingly interactive, fragmented, cluttered and
global communications environment that is today's market-place. To be effective, the aspect
of the IMC model that is concerned with communication from the manufacturer or distributor
to the consumer proposes that marketers must now more than ever ensure that the sum ...