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Cover image for Advertising communications & promotion management
Advertising communications & promotion management
by 
Rossiter, John R.
Table of contents http://swbplus.bsz-bw.de/bsz061199036inh.htm
Format: 
Regular print
Publication Date 
1997
Excerpt: 
. Communication Objectives -- 6. Positioning -- 7. The Creative Idea -- 8. Creative Execution Tactics: Brand
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Affinity Advertising and Publishing.
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Duncan, Tom (Thomas R.)
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Du Plessis, Erik.
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Keller, Kevin Lane, 1956-
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Shimp, Terence A.
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Advertising.
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Brand name products -- South Africa.
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Communication in marketing.
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Brand name products -- Management.
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Brand name products.
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