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Week 8 Resources
Integrated Marketing Communication Capability and Brand Performance
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), 37–46.
Strategic Integrated Marketing Communications
Percy, L. (2018). Strategic integrated marketing communications (3rd ed.). Routledge.
Review Chapter 13.
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