文档介绍：Integrated Marketing
Communications: Creativity,
Consistency, and Effective
Resource Allocation
Excerpted from
Marketer’s Toolkit:
The 10 Strategies You Need to eed
Harvard Business School Press
Boston, Massachusetts
ISBN-10: 1-4221-0263-7
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10
Integrated Marketing
Communications
Creativity, Consistency, and Effective Resource Allocation
Key Topics Covered in This Chapter
• The six steps of the purchase decision
• Characteristics of munication
vehicles
• The six M’s of munications
• Guidelines for coordinating marketing
communications
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anagers have always had to face the chal-
lenge of creating awareness among targeted cus-
tomers and bringing them to the point of interest
Mand confidence when they will reach for their wallets and make a
purchase. Over the years various forms of munica-
tions have been used for this purpose: media advertisi