Read the chapter opening and list two important lessons that can be learned from Coca-Cola's advertising-and-promotion research

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Read the chapter opening and list two important lessons that can be learned from Coca-Cola's advertising-and-promotion research blunder with New Coke.
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Advertising and Integrated Brand Promotion

ISBN: 978-0538473323

6th edition

Authors: Thomas O'Guinn, Chris Allen, Richard Semenik

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