COM 320 Reaction Paper #12

The article concluded that what we can factually claim

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Unformatted text preview: ccurately capture empirical behavioral data among consumers, employ valuation techniques and differentiate consumers beyond economic criteria” (12). This ability that IMC has to understand the individualism of consumers evokes a ‘humanistic approach’ also mentioned in this article. This is surely another strong component, along side the use of integration, one voice and coordination. The article concluded that what we can factually claim about IMC are the debates, controversies and differences among all opinions referring to the basic definition. Visual diagrams are provided on pages 21 ­22, as well as 26, 29 and 31, further demonstrating the multiple...
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