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Title: CODAR, IMC and Touchpoint Planning - methods and NSPCC practice
Date: 27/07/2007
Category: Reports and White Papers
Overview: It reviews integrated communication planning (ICP/IMC) and customer experience management drawing on learning from recent findings into the psychology of consumer attitudes and their influence on behaviour. It also outlines and describes CODAR system, a comprehensive and integrated planning tool for optimising communication and experience that has been endorsed by marketing leaders and is embedded into the IDMís training in IMC. Includes a case study on the NSPCC. See also Journal of Database Marketing & Customer Strategy Management (2007) 14, 164 Ė 185. doi: 10.1057/palgrave.dbm.3250054

Document: _fff28651d01.pdfDownload (160 KB)

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