The book has been documented in an authentic manner for post graduate students of commerce and business management. The text examines various aspects of promotion, advertising and branding as an abandon area of Integrated Marketing Communication. This book is important because it shows advertisers the importance of connecting with influencers and the different types of people who make ideas spread. There are several case studies and examples examined throughout the book that demonstrate how and how not to influence significant change. It aims at providing dissertation topic by reviewing past research, books and related articles.

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