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The modern marketing manager faces several challenges today, but the most complex remains amongst the most perennial - how best to propagate awareness of his product or service, in a manner that will raise sales and profits within limited promotional budgets and increasing competition. For many businesses, digital media promises to deliver greater flexibility and lower costs in reaching out to prospects and customers. In response, pioneering marketers are already spending a significant proportion of their marketing budgets on digital media, and according to IMA's survey, this figure seems set to rise further.
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