What does it mean to say that marketing communications should be directed, ultimately, at affecting behavior rather
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What does it mean to say that marketing communications should be directed, ultimately, at affecting behavior rather than merely enhancing equity? Provide an example to support your answer.
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Advertising, Promotion, And Other Aspects Of Integrated Marketing Communications
ISBN: 9781337282659
10th Edition
Authors: J. Craig Andrews, Terence A. Shimp
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