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Paper #065413 :: Integrated Marketing Communications
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A study of literature related to integrated marketing communications.

Written in 2006; 2,154 words; 4 sources; MLA; $ 67.95

Paper Summary:

The paper is three fold in its mission. Firstly it examines the writings of Ben Wightman's "Integrated Communications: Organization and Education" and his views of the state of the art of integrated communications (IC). Secondly, three other works are examined, by other distinguished authors in the field, to determine the amount of overlap, agreement, or disagreement they have with Wightman. Finally the paper examines, in short, the United States Department of State's latest "Domestic Intelligence Estimate, Indonesia." This determines whether or not the principles of integrated communications organizations can or should be integrated into their emerging, vast and varied economy.
Thesis Statement
"Integrated communications (IC): Organization and education" By, MR. Ben Wightman
The Public Relations Based Approach
Thomas Hunter's Five Step Model
Additional IMC Article Comparisons
Integrated Marketing Communications and Indonesia
Bibliography

From the Paper:

"Furthermore, Wightman makes the strong point that not many scholars have offered suggestions despite the conviction that organizational structure is one of the strongest hindrances to the successful implementation of IC within a corporation. He also states, admonishes is actually a better word, that students coming out of our colleges and universities are ill equipped to deal with these problems. These despite many having degrees, higher degrees, but have had little exposure to the situation in their respective schools."

Tags: technology economy Wightman literature

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