Lecture fundamentals of marketing - Lecture 20: Communicating customer value: Integrated marketing communications strategy

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Lecture fundamentals of marketing - Lecture 20: Communicating customer value: Integrated marketing communications strategy

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After studying this chapter you will be able to understand: The promotion mix, integrated marketing communications, a view of the communications process, steps in developing effective marketing communication, setting the total promotion budget and mix, socially responsible marketing communication.

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