EBK PRINCIPLES OF MARKETING
17th Edition
ISBN: 8220103613774
Author: Armstrong
Publisher: YUZU
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Question
Chapter 14, Problem 14.19CC
Summary Introduction
Case summary:
Few years later Company V was the one of the biggest producers of trucks (commercial) in the world have faced a challenge. It plans to launch 5 new trucks model in a year. For this Company V needs more communication with the customers so that all the people will talk more about the trucks. It does not want just to have contact with the corporate truck buyers. It wants to target the regular users.
Characters in the case:
- Company V
To discuss: The way live test campaign determines the characteristic of integrated marketing communication and the grade of Person X on the integration effectiveness.
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