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Lecture Marketing: The core (5/e): Chapter 15 – Kerin, Hartley, Rudelius

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Chapter 15: Advertising, sales promotion, and public relations. After reading this chapter you should be able to: Explain the differences between product advertising and institutional advertising and the variations within each type; describe the steps used to develop, execute, and evaluate an advertising program; explain the advantages and disadvantages of alternative advertising media;...

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