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Integrated Marketing Communication: Creative Strategy from Idea to Implementation, Books Central

Integrated Marketing Communication: Creative Strategy from Idea to Implementation

Robyn Blakeman's Integrated Marketing Communication offers a classroom-tested, step-by-step approach that lays out creative processes and strategies for effective IMC, as well as how traditional advertising and marketing principles are changing. Blakeman covers key areas, from marketing plans, branding and positioning, and creative briefs to copywriting, design, and considerati More »

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