IMC, The Next Generation 
Subtitle: Five Steps For Delivering Value and Measuring Financial Returns
Publisher: McGraw-Hill
Published: September 26, 2003
Language: eng
Number of pages: 320
ISBN-13: 9780071416627
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.