Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation

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Synopsis
Innovative marketing communications is a strategic branding process through which customers are moved to purchase one company's products or services based on multiple communications to which the customers have been exposed. This chapter evaluates the various communications vehicles that are used and proposes steps to allocate financial resources in support of the brand and the complementary messages aimed at customer development.
Copyright:
2005

Book Details

Book Quality:
Publisher Quality
Publisher:
Harvard Business Publishing
Date of Addition:
Copyrighted By:
HBS Press
Adult content:
No
Language:
English
Has Image Descriptions:
No
Categories:
Nonfiction, Business and Finance
Submitted By:
Bookshare Staff
Usage Restrictions:
This is a copyrighted book.

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