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|Integrated Marketing Communications: Processes, Brand Equity, and the Marcom Environment|
|Overview of Integrated Marketing Communications and the MarCom Process|
|MarCom's Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable|
|Ethical, Regulatory, and Environmental Issues in Marketing Communications|
|The Fundamental Marcom Decisions: Targeting, Positioning, Objective Setting, and Budgeting|