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Many marketing experts believe that analytics have become the driving force behind a great number of IMC programs, both in terms of IMC planning [...]
Role of Analytics (Chapter 15, Chapter 4)
April 18, 2019 -
In an age in which more than 90% of U.S. consumers take advantage of coupons, some debate exists as to which format, digital/mobile or print, is [...]
FSI versus Mobile/Digital Coupons (Chapter 12)
April 17, 2019
Clow/Baack
Integrated Advertising, Promotion, and Marketing Communications
Clow/Baack 