Integrated Marketing Communication in India
Published: 2011
Author(s) Name: Sanjay Manocha
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Abstract
Customers today, many a times receive a
fragmented and vague picture of the Brand. Why?
The reason being, firms are unable to integrate all of
their marketing efforts over a period of time.
The sales and sales promotion aspects are
managed by the sales department; advertising is
outsourced to the ad agencies, and the direct
marketing and PR (Public Relations) by other
functionaries.
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