>■ The characteristics of interactive marketing communications 350
>■ Integrated Internet marketing communications 357
>■ Objectives and measurement for interactive marketing communications 363
>■ Offline promotion techniques 370
>■ Online promotion techniques 373
>■ 1 Search engine marketing 373
> 2 Online PR 384
>■ 3 Online partnerships 388
>■ 4 Interactive advertising 391
> 6 Viral marketing 400
>■ On-site promotional techniques 402
>■ Selecting the optimal communications mix 403
Case study 8
Making FMCG brands sizzle online 407
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