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Question Description
1. Provide a contemporary definition of Integrated Marketing Communications, critically assessing how it has developed over the last twenty five years. Justify your answer with evidence from the academic and practitioner literature.
2. Identify and critically discuss the factors that reinforce and prevent the need for Integrated Marketing Communications in today’s global environment. Support your answer with contemporary academic and industry literature.
Your plan should include notes on the content, the academic readings and the industry evidence you would include in the introduction, main body and conclusion.
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