8: Communicating to Mass Markets
( \newcommand{\kernel}{\mathrm{null}\,}\)
- 8.1: The role of IMC
- The concept of Integrated Marketing Communication (IMC) is offered as a general framework, which can be employed by marketers in order to design a comprehensive and effective program of communication. It acknowledges the inherent differences between marketers and builds upon the reality that "every company is cast in the role of communicator".
Thumbnail: www.pexels.com/photo/group-o...puter-1595387/