For a given organization, identify its reference groups. Create a hierarchical diagram, as shown in Figure 192,

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For a given organization, identify its reference groups. Create a hierarchical diagram, as shown in Figure 19–2, and discuss how this organization could influence groups that would in turn create favorable communication concerning this organization.

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Consumer Behavior Building Marketing Strategy

ISBN: 9781260566482

14th International Edition

Authors: David Mothersbaugh, Delbert Hawkins

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