If a firm cannot afford large market research studies to quantitatively assess whether communication objectives have been

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If a firm cannot afford large market research studies to quantitatively assess whether communication objectives have been achieved, why should the firm bother setting communication objectives?
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Advertising & Promotion An Integrated Marketing Communications Perspective

ISBN: 978-0070891302

5th Canadian Edition

Authors: Gerorge E.Belch, Micheal A.Belch, Micheal A.Guolla

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