What is integrated marketing communication? What are multi-channel promotional strategies? Why is word-of-mouth communication so important?

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What is integrated marketing communication? What are multi-channel promotional strategies? Why is word-of-mouth communication so important?
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Marketing Real People, Real Choices

ISBN: 978-0132913171

4th Canadian Edition

Authors: Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart, J. Brock Smith, Sylvain Charlebois, Bhupesh Shah

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