Find out how best-practice organizations use integrated marketing communication (IMC) to add value for customers, provide a framework for resource allocation, and achieve sustainable competitive advantage in Integrated Marketing Communication. Discover how successful companies proceed through four s

Find out how best-practice organizations use integrated marketing communication (IMC) to add value for customers, provide a framework for resource allocation, and achieve sustainable competitive advantage in Integrated Marketing Communication. Discover how successful companies proceed through four stages of IMC integration: tactical coordination of marketing communication, redefining the scope of marketing communication, application of information technology, and financial and strategic integration.