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Marketing Communications

C/M/1533. Integrated Marketing Communication in Investment Bank

WORDS:
855
DATE:
2010
PRICE:
9.99 GBP

The paper looks at the integrated marketing communication (IMC) practices of a fictitious investment bank discussing their IMC options and examining the effectiveness of the bank’s IMC strategy on the basis of six criteria, i.e. coverage, contribution, commonality, complementarity, versatility/robustness, and cost.

 

KEYWORDS: Integrated Marketing Communication, IMC, Investment Bank,

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