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Gemmy A. (1999). Integrated marketing communications is the coordination of all promotional activities to produce a unified customer-focused message.
Professionals in the organizations are responsible for integrating and coordinating all communications in order to deliver a clear, consistent, and compelling message about the organization and its products. Integrated Marketing Communications in which sales promotion is an integral part begins with the identification of consumer needs. It includes managing every aspect of the image an organization wants to deliver, which involves coordinating the look and feel of each element, as well as coordinating the timing of various promotion elements...
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