Discuss the role integrated marketing communications play in the marketing program of companies and organizations. Assess how the use of various promotional mix tools has changed over the past decade and the factors driving these changes.
Using this book as reference.
(H) Advertising and Promotion: An Integrated Marketing Communications Perspective
George E. Belch & Michael A. Belch, 2018
McGraw-Hill Education
ISBN.13: 978-1-259-54814-7
