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What makes personal marketing work? Why are Dove and Axe so successful at it? Can a company take personal marketing too far? Explain. Is there
- What makes personal marketing work? Why are Dove and Axe so successful at it?
- Can a company take personal marketing too far? Explain.
- Is there a conflict of interests in the way Unilever markets to women and young men? Is it undoing all the good that might be done in the "Campaign for Real Beauty” by making women sex symbols in Axe ads? Discuss.
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Marketing management
Authors: Philip Kotler, Kevin Lane Keller
14th Edition
9780273753360, 132102927, 273753363, 978-0132102926
