Developing a Creative and Innovative Integrated Marketing Communication Plan

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Summary: FROM TEXTBOOK TO APPLICATION
Review: This is a marketing tool that fills the void between learning from the textbook and actually applying marketing in the real world. This book not only gives a template for application of marketing principles that enable a person to turn textbook learning into an actual working IMC plan but the appendix is one of the most condensed collection of useful information and resources for market research, review of advantages and disadvantages of media types and marketing definitions available anywhere

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Summary: The Absolute in Developing a Marketing Communication Plan
Review: This is a must have for anyone growing their business with marketing as a focus. Doc Ogden's template demystifies the marketing communication plan from advertising to zippings. The book guides an audience from the range of a start-up entrepreneur to the multi-national company with a "how to" approach that simply is the best I've ever seen. Although primarily a textbook, Doc Ogden writes this as a "workbook" that helps you develop your marketing plan. There is a strong orientation of the management of marketing, not just media marketing. It integrates marketing management as an important cog of your company's planning. It does not seperate marketing from the rest of your operations but allows marketing to function as a strategic subset of all the strategic functions in the organization. From accounting to production, the focus presented in this book will change the way you do your marketing management.

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Summary: An indepth sales and marketing plan essential for success!
Review: This is a must read for any individual personally involved in the future success of their organization. Dr. Ogden does a great job outlining the essential steps necessary for success into the millenium. This how to book has helped me grow my business substatially.