Contemporary Marketing
18th Edition
ISBN: 9780357033777
Author: Louis E. Boone, David L. Kurtz
Publisher: Cengage Learning
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Question
Chapter 17.6, Problem 1LO
Summary Introduction
To discuss: The role of publicity, cross promotion, and public relation in an orgnization’s promotional strategy.
Promotion is the marketing communication mix which the companies use to build customer relationship, involve customer, and communicate customer value.
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