1. Pick a brand and gather all its marketing communication materials. How effectively has the brand mixed...

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1. Pick a brand and gather all its marketing communication materials. How effectively has the brand mixed and matched marketing communications? Has it capitalized on the strengths of different media and compensated for their weak nesses at the same time? How explicitly has it integrated its communication program?

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Strategic Brand Management Building, Measuring, And Managing Brand Equity

ISBN: 9789332542204

4th Edition

Authors: Kevin Lane Keller, Ambi M. G. Parameswaran, Isaac Jacob

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