One of the major reasons for the growing importance of integrated marketing communications over the past decade is that it plays a major role in the process of developing and sustaining brand identity and equity.

One of the major reasons for the growing importance of integrated marketing communications over the past decade is that it plays a major role in the process of developing and sustaining brand identity and equity.

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Belch, G.E. (2021). Advertising and promotion: An integrated marketing communications perspective (12th Ed). McGraw-Hill Higher Education
Print ISBN: 978-1260259315
eText ISBN: 978-1260796452