As an intern for Michelin tires, you have been asked to develop an IMC budget. The objective
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As an intern for Michelin tires, you have been asked to develop an IMC budget. The objective of the IMC strategy is to raise Michelin’s market share by 5% in the United States in the next 18 months. Your manager explains, “It’s real simple; just increase the budget 5% over last year’s.” Evaluate your manager’s strategy.
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The managers strategy probably will not work because there is no guarantee that incre...View the full answer
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