4. What alternative kinds of promotions are most likely to build brand equity further? How can product/service

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4. What alternative kinds of promotions are most likely to build brand equity further? How can product/service extensions do the same? What are the pros and cons of each? How would you evaluate the choice to launch a second brand—a good idea or not?

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Global Marketing

ISBN: 9780073381015

5th Edition

Authors: Johny K Johansson

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