Integrated Marketing Communication
Creating Spaces for Engagement
Herausgeber: Persuit, Jeanne M.; McDowell Marinchak, Christina L.
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Integrated Marketing Communication (IMC) is a holistic approach to the areas of advertising, public relations, branding, promotions, event and experiential marketing, and related fields of strategic communication. This book explores how IMC, as grounded in the communication discipline, creates spaces for community engagement and collaboration.
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