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Lecture Advertising and promotion (2/e) – Chapter 4: The communication process

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Lecture Advertising and promotion (2/e) – Chapter 4: The communication process

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The goals of this chapter are: To understand the basic elements of the communication process and the role of communication in marketing; to examine various models of the communication process; to analyse the response processes of receivers of marketing communication, including alternative response hierarchies and their implications for integrated marketing communication planning and strategy;...

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