8). To better understand the real-world application of IMC, a call has been made for case histories that focus on IMC best practices (see Duncan and Mulhern 2004, p. 19). In this paper, we provide a case study that demonstrates how one company--Imperial Tobacco Limited (ITL), which is Canada's largest tobacco manufacturer--has successfully applied three critical IMC practices: strategically consistent brand communication, cross-functional planning and monitoring, and data-driven targeting and communication...
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8). To better understand the real-world application of IMC, a call has been made for case histories that focus on IMC best practices (see Duncan and Mulhern 2004, p. 19). In this paper, we provide a case study that demonstrates how one company--Imperial Tobacco Limited (ITL), which is Canada's largest tobacco manufacturer--has successfully applied three critical IMC practices: strategically consistent brand communication, cross-functional planning and monitoring, and data-driven targeting and communication...
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