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Assignment Topic:
You are required to write 2,500 words essay around Integrated Marketing Communication
(IMC) topic by first, defining it properly and distinguishing it from traditional marketing
communication. Second, you are asked to discuss and explain the link between IMC and
relationship marketing. This should be done critically. Remember that critical writing involves
(i) carrying out a substantial amount of focussed reading and (ii) producing a coherent critical
assessment of what you have read. The questions of this assignment are as follow:
1. What is Integrated Marketing Communication (IMC) and how does it differ from other
traditional marketing communication? Discuss this critically in relation to its principles,
strategies, and approaches. Give examples of any product/service of your choice to support
your arguments.
2. How does IMC contribute to the establishment and maintenance of consumer-brand
relationships? Explain by referring to the concept of ‘relationship marketing’.
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