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Marketing Management – Chapter 19: Designing and Managing Integrated Marketing Communications I Kotler & Keller!
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In chapter 19, I am going to address the following questions:
1. What is the role of marketing communications?
2. What is the marketing communications mix?
3. How do marketing communications work?
4. What are the major steps in developing effective communications?
5. How should the communications mix be set and evaluated?
6. What is an integrated marketing communications program?
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