Abstract
Whether brought on by the splintering of markets, the rise of mass advertising rates, the proliferation of new media, or simply by the maturing of an industry growing in its level of complexity, there's no denying that professionals and academics alike from both the marketing and the communications disciplines are searching for a new approach to promotion. This movement has brought together many formerly distinct forms of promotion and communications under the rubric of Integrated Marketing Communications.
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© 2015 The Academy of Marketing Science
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Acheson, K. (2015). Where, When and How to Teach Integrated Marketing Communications. In: Wilson, E., Black, W. (eds) Proceedings of the 1994 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13162-7_55
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DOI: https://doi.org/10.1007/978-3-319-13162-7_55
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-13162-7
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