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Keywords: Integrated marketing communications
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Journal Articles
International Journal of Pharmaceutical and Healthcare Marketing (2008) 2 (1): 63–75.
Published: 04 April 2008
...Ram Herstein; Yoram Mitki; Eugene D. Jaffe Purpose The objective of this case study is to present the Israel Cancer Association's (ICA) focused approach to promoting the concept of fighting breast cancer, using an integrated marketing communication (IMC) strategy. Design/methodology/approach...
