IMC, The Next Generation 
Subtitle: Five Steps For Delivering Value and Measuring Financial Returns
Edition: 1 edition
Publisher: McGraw-Hill
Published: September 26, 2003
Language: eng
Format: Hardcover
Number of pages: 320
ISBN-13: 9780071416627
Subjects: Business communication & presentation; Finance; Sales & marketing; Marketing - General; Business communication; Communication In Business; Marketing; Business & Economics; Business / Economics / Finance; Business/Economics; Customer services; Advertising & Promotion; Business & Economics / Marketing / General; Brand name products; Business Communication - General
First sentence: Integrated marketing communication (IMC)-a process through which companies accelerate returns by aligning communication objectives with corporate goals-has its roots in the boom times of the 1980s.