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Integrated Marketing Communications

Overview of attention for book
Cover of 'Integrated Marketing Communications'

Table of Contents

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    Book Overview
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    Chapter 1 Introduction to Communicating Globally: An Integrated Marketing Approach
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    Chapter 2 Transitioning in the Marketplaces and Marketspaces of 2020 and Beyond
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    Chapter 3 The Global Marketplace Considerations
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    Chapter 4 How Marketing Communication Works
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    Chapter 5 Integrated Communication or Integrated Marketing Communication
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    Chapter 6 Developing Integrated Global Marketing Communication Programs
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    Chapter 7 Implementing the IGMC Strategy
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    Chapter 8 Creative Execution: Gaining and Retaining Customers and Influencing Stakeholders
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    Chapter 9 IGMC Drivers and Agency Interaction
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    Chapter 10 Investments and Measurements: The Quest for the Holy Grail
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    Chapter 11 The Way Forward: Overcoming Barriers with IGMC Solutions
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    Chapter 12 Case Studies
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    Chapter 13 ROCI Investment and Measurement Process: A Worked Example
Attention for Chapter 4: How Marketing Communication Works
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