Publications
Publications
- February 1999 (Revised June 2000)
- HBS Case Collection
Integrated Marketing Communications
By: Robert J. Dolan
Abstract
Describes the major communication vehicles and the process via which they can be brought together in an integrated marketing communications plan.
Keywords
Citation
Dolan, Robert J. "Integrated Marketing Communications." Harvard Business School Background Note 599-087, February 1999. (Revised June 2000.)