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TESIS DOCTORAL Purchase and Consumption of Luxury Goods

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TESIS DOCTORAL Purchase and Consumption of Luxury Goods

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The Recommendations refer to the marketing of products and services. They do not refer explicitly to the promotion of brands (as distinct from products and services); however, as certain brands and organizations are clearly associated with products or services whose marketing could fall within the scope of the Recommendations, efforts to restrict marketing in this area also need to consider how brands are marketed. Advertising is only one form of marketing among many, including sponsorship and product placement. Furthermore, as the Recommendations indicate, companies tend to rely on integrated marketing strategies, using a range of marketing techniques simultaneously, some of which...

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