The cost effectiveness of mass media due to fragmentation has forced integrated marketing communications to the forefront of modern marketing as consumers spend more time online and on mobile devices the goal for marketing teams should be for all exposures of the brand to tie together so they are more likely to be remembered increasingly the strategies of brands cannot be understood by . If the marketing manager directs the sales supervisor for 50 units of sale to be undertaken in a month if the above standards are not accomplished it is the marketing manager who will be accountable to the chief executive officer therefore we can say that authority flows from top to bottom and responsibility flows from bottom to top accountability is a result of responsibility and
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