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Answer the following. a) Discuss the challenges companies face in marketing their products to the poorest (BOP) consumers. How do they have to adapt their
Answer the following. a) Discuss the challenges companies face in marketing their products to the poorest (BOP) consumers. How do they have to adapt their IMC programs for these consumers? Explain with suitable examples. b) Identify a sales promotion campaign that you think works to enhance the brand image and one that serves to hurt brand image. Justify you selection.
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