1. Integrated Marketing Communications in Rural India
... in the beginning of the 1980s initiated academic interest and articles appeared in the academic literature (Dyer, 1982; Coulson-Thomas, 1983). From the beginning of the 1990s IMC became a real hot topic in the field of marketing (Caywood et al., 1991; Miller and Rose, 1994; Kitchen and Schultz, 1999). Few years back , major portion of marketing budgets went to advertising ,but ... ...
- Word Count: 1553
- Approx Pages: 6
- Grade Level: Graduate