Best Practice: Integrated Marketing Communications

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Schultz, Don; Macdonald, Emma K.; Baines, Paul R.;
  • Subject: integrated marketing communications, IMC, outbound communications, advertising, media consumption, real time experience tracking

Integrated marketing communications can substantially improve target audience reception, message resonance, and positive behavioural response but, to reach its true potential, the process requires a strong focus on data integration/customer insight.
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