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Title: Integrated marketing communications : a guide for SMEs in the IT industry.
Authors: Lim, Wei.
Low, Collin.
Keywords: DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications
Issue Date: 1997
Abstract: This report seeks to educate small and medium-sized companies in the IT industry about integrated marketing communications (IMC) and how this new marketing concept can benefit their businesses. This report is organised in bite-size chapters for ease of reading and to aid understanding. The authors will first expound on the concept before explaining in detail how marketers can adopt IMC to their operations. A step-by-step guide that goes through campaign conceptualisation to the final execution and measurements is discussed. IT marketers can also learn from the IMC campaign designed for a local computer company, adapting the strategies and tactics to their needs. The intention of the authors is for local IT f m s to start marketing the smart and integrated way.
Schools: Wee Kim Wee School of Communication and Information 
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)

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