Pick a brand and gather all its marketing communication materials. How effectively has the brand mixed and
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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 weaknesses at the same time? How explicitly has it integrated its communications program?
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Related Book For
Strategic Brand Management Building Measuring And Managing Brand Equity
ISBN: 9780135641378
5th Edition
Authors: Kevin Lane Keller , Vanitha Swaminathan
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