Reading Notes Chapter 10 Intergrated Communication COMM4363

22/10/2010 § Leave a comment

Integrated Communication : A dynamic communication practice aimed at advancing not just the marketing plan, but the overall operating or business plan of the firm and in so doing aligning brand with reputation

Communication must be:
  • two-way
  • interdependent on creating dialogue and collaboration
The expanded role of measurement
  • Outputs
  • Outtakes
  • Outcomes

 

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