1. Marketing managers in most companies face fundamental strategic decisions about whether to emphasize advertising or personal...
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1. Marketing managers in most companies face fundamental strategic decisions about whether to emphasize advertising or personal selling in their promotion mix. Identifying the strategic circumstances
(see Exhibit 13.3 ) provides direction for these decisions.
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Related Book For
Marketing Management A Strategic Decision Making Approach
ISBN: 9780073381169
7th Edition
Authors: John Mullins, Orville Walker, Harper Boyd, Jr.
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