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Medill Integrated Marketing Communications program at Northwestern University describes it as "the management of all organizational communications that builds positive relationships with potential customers and stakeholders, including employees, legislators, the media, the financial community, and other segments of the public" (medill, 2004). Both definitions show that the customer is the center of all IMC plans. Though the customer is the focus in traditional marketing plans, IMC takes the process further. With ever changing technology, new global competitors and the change in power to the consumer, companies must step up and differentiate themselves from the competition...
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