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How then can integrated marketing communication be planned with the understanding of consumer buying behaviour or even perhaps the cultural setting and/or other societal influence in the society to help the marketer better develop the programs and impact purchase decisions? This paper seek to understand the fascinating world of consumer driven IMC
1. THEORETICAL PERSPECTIVE
1.1 Introduction
In a world where products and services are being pushed into the market at the speed of light, it is imperative for marketers to understand what will makes the target segment of consumer tick and thereby creating the need and thus resulting in the action...
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