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An introduction to WORD OF MOUTH MARKETING What it is and how to use it. A primer for software company CEOs and CMOs who need to drive sales with more credible marketing.…

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PART 1 The IMC Foundation CHAPTER 1 CHAPTER 2 CHAPTER 3 CHAPTER 4 Integrated Marketing Communications Corporate Image and Brand Management Buyer Behaviors Promotions Opportunity…

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MBA III International Marketing Communication (2830103) MODULE 1 Chapter 1: Fundamentals of Integrated Marketing communications and Role of IMC in Marketing Communication.…

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Chapter 1: Marketing: Creating and Capturing Customer Value Topic: Stew Leonard’s, the world’s largest dairy store company, creates customer value by providing a unique…

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UNIVERSITY OF PUNE FACULTY OF MANAGEMENT Revised Syllabus for the Post-Graduate Diploma In Business Management (PGDBM) (w.e.f. 2008-2009) (Leading to Master in Business Studies…

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University American College Skopje School of Business Skopje Toni Ivanoski, BA Outdoor AN OPEN CONVERSATION A Master’s Thesis on the Phenomenon “Outdoor Advertising“…

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STRATEGIC BRAND MANAGEMENT BUILDING, MEASURING, AND MANAGING BRAND EQUITY Kevin Lane Keller Amos Tuck School of Business Dartmouth College What is a Brand? • A brand is…