Don Schultz, author of Integrated Marketing Communications, says the use of databases only dilutes efforts needed to accomplish IMC tasks.

Question

Quizplus · Accepted Answer

Don Schultz actually stresses the importance of databases in assisting with IMC tasks, particularly in terms of data storage and analysis. He believes that effective IMC requires a deep understanding of the customer, and databases can provide valuable information to help achieve this.

Don Schultz, Author of Integrated Marketing Communications, Says the Use