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Definition

ANA President/CEO Bob Liodice defines total-market communications as "a marketing approach followed by corporations and their trusted internal and external partners that proactively integrates diverse segment considerations. This is done from inception (with rigorous purchase drivers and insights of each segment) through the entire strategic process and execution with the goal of enhancing value and growth effectiveness."[1]

References

  1. ^ warc. ANA "embraces" total-market strategy. <http://www.warc.com/LatestNews/News/ANA_embraces_totalmarket_strategy_.news?ID=33864&isUS=True> (cited 12 November 2014).

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