... , Cron, & DeCarlo describe an Integrated Marketing Communications plan as "directing the activities and focus of a company's entire marketing strategy, acting as a guide for all levels of marketing and detailing everything from market research to promotional planning and execution,"" (2001). Relentless Technology, a marketing and media company, ... the biggest impact on the domestic consumer marketplace; a year of primal passions,"" (2003). A fundamental shift in customer value expectations in the domestic marketplace represents new opportunities as well as serious new challenges to compa...

• Word Count: 2852
• Approx Pages: 11
• Grade Level: High School