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Marketing: A McGraw-Hill and QUT Custom Publication
Marketing
A McGraw Hill and QUT Custom Publication
From Marketing Communication to IMC

Learning Objectives


Chapter 12 - From Marketing Communication to IMC
AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO ANSWER:
  • What are the technologies that have created the new electronic marketing frontier?
  • How do the older forms of addressable, interactive communication-phone and mail-compare with e-mail?
  • In what ways has the new technology affected marketing communication?
  • What are the important aspects of website design, operation, and management








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