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An Introduction to IMC -- Strategic Importance of IMC -- Segmentation, Targeting and Positioning -- Understanding Consumers -- The Process of Communication -- Creativity and Advertising Classification -- Media Strategy and Planning -- Traditional Media -- Internet and Mobile Marketing -- Social...
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Quantitative marketing has been gaining importance during the last decade. This is indicated by the growing number of model- and method-oriented studies published in leading journals as well as by the many successful applications of quantitative approaches in pricing, advertising, new product...
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Die fulminante Präsentation eines neuen Automodells, ein beeindruckendes mittelalterliches Stadtfest, ein Jazzkonzert oder ein stimmungsvolles Vereinsjubiläum - es sind Veranstaltungen wie diese, die sich in der Erinnerung der Besucher halten, manchmal ein Leben lang. Wer es geschafft hat, ein...
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