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S/M/486. Marketing communications: use of IT in promotion campaigns

WORDS:
2400
DATE:
2009
PRICE:
29.99 GBP

The paper looks at the impacts of information technology (IT) on Integrated Marketing Communications (IMC) reporting on IT use in the beer promotion campaign undertaken by the authors. Literature on IMC is reviewed highlighting the role of the Internet and global advertising. Recommendations are suggested about the management of communication marketing campaigns through online networks.

 

KEYWORDS: marketing, communications, promotion, campaigns,

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