Imc-The Next Generation

Don Schultz & Heidi Schultz


Text offers insights on today's newly powerful business and communication model using the IMC approach. Shows how to focus on identifying the right customers, determining their value, investing in communication programs, and then measuring the impact of and returns on those communication activities.
Language English
ISBN-10 0-07-059392-2
No of pages 408
Book Publisher Mcgraw Hill
Published Date 30 Nov -0001

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